Module BUSI1261: Creative Strategy

Department: Management and Marketing

BUSI1261: Creative Strategy

Tied To

• N509: Marketing and Management
• N510: Marketing and Management with Placement Year
• N511: Marketing and Management with Study Abroad

Pre-requisites

Corequisites

Excluded Combinations

Aims

• The module aims to:
• Develop an appreciation of the role of advertising in the business world.
• Explore theories and the techniques of effective creative strategy which have been applied in the world of advertising.
• Examine the impact of contemporary issues and trends of advertising, such as ethics and inclusivity.

Content

• Introduction to advertising - the key concepts
• Consumer insights
• Creativity in advertising
• Advertising persuasion
• Sources, messages and channels
• Digital and direct advertising
• Contemporary issues in advertising
• Culture and advertising
• Effectiveness in advertising
• Writing a creative brief.

Learning Outcomes

• An understanding of the role of advertising in marketing and its significance for organisations.
• Knowledge to analyse and apply key psychological theories/concepts used for advertising persuasion.
• Knowledge to identify and evaluate the appropriateness of techniques that have been used in effective advertising.

• An ability to observe and interpret effective advertising design.
• An ability to develop, critically analyse and evaluate an advertising campaign.
• An ability for students to draft a creative brief to suit organisations’ needs and to communicate their ideas to the target audience.

• Creativity and problem-solving
• Independent research
• Producing a creative brief
• Group work and teamwork
• Presentation skills.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• This module is delivered in a blended action-learning format. Weekly workshops scheduled in classrooms combine lecture-style input with group exercises and activities, introducing students to key concepts in advertising and providing students with hands-on experience which simulates the actual advertising planning process. The weekly workshops are supported by online asynchronous content and related activities, focusing on current themes and developments in the field and on real-world applications to enhance employability.
• The module is assessed by a group project which consists of a video presentation and a written report. Students will form their agency and address the live briefs set by real clients. Specifically, students draw on concepts from the weekly workshops, undertaking a comprehensive analysis of a business situation of the client of their own choice, and designing an advertising campaign for a client brand.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Students undertake a series of group activities during the workshop series, designed to provide exercises for different aspects of the main summative assignments. Feedback is continuous in verbal and written form and involves a strong peer review element.