Study Abroad and Exchanges



MKT3006 : Advertising and Integrated Brand Promotion

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


To provide students with a solid grounding in advertising and integrated brand promotion. This module will examine:
-       Advertising and integrated brand promotion in business and society
-       Analyzing the environment for advertising and integrated brand promotion
-       The creative process
-       Placing the message in conventional and “new” media
-       Integrated brand promotion

Outline Of Syllabus

-       The world of advertising and integrated brand promotion (IBP)
-       The structure of the advertising and promotion industry
-       The history of advertising and brand promotion
-       The history of advertising and brand promotion
-       Social, ethical, and regulatory aspects of advertising and promotion
-       Advertising, integrated brand promotion and consumer behaviour
-       Planning advertising and integrated brand promotion
-       Managing creativity in advertising and IBP
-       Creative message strategy
-       Executing the creative

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture81:008:00N/A
Scheduled Learning And Teaching ActivitiesLecture22:004:00N/A
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching241:0024:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Jointly Taught With
Code Title
MKT3101Advertising and Integrated Brand Promotion (Study Abroad S1)
Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.
Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skillsdevelopment.

Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination1201A50N/A
Written Examination1202A50N/A
Assessment Rationale And Relationship

The written examinations test the students' knowledge and their ability to work under pressure.

Reading Lists