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Undergraduate Module Descriptors 2012/13
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MS6201: Campaign Planning

Module Title Campaign Planning
Module Code MS6201
Module Tutor Apostolos Pistolas
School Business and Management
CAT Points 30
Level of Study 6
Pre-requisites None
Co-requisites None
Restrictions Cannot be counted with MAC301
Brief Description

This is an applied, student-centered, problem-solving module where students (as agencies) and tutors (as clients) role-play on realistic campaign projects. This module aims to give students insight into what it is like to work within an agency, as part of an agency team, responding appropriately to clients and developing marketing communications solutions and then credibly selling them to others.

Indicative Syllabus

This module will integrate material from the compulsory MAC modules to enable students to successfully interrogate and develop campaign plans. Indicative content includes:

Allocating and evaluating the Marcoms mix

Brand analysis

Campaign evaluations

Critically examining the client brief.

Developing communication objectives and campaign propositions. Developing the creative brief. Developing the media brief.

Evaluating campaign proposals. Managing the campaign planning process. Effectively utilizing marketing, communications and branding research Evaluating marketing communications strategies and planning Undertaking marketplace analysis Selecting and understanding stakeholder audience(s).

Working within an account team. Applying the principles of integrated marketing communications
Learning Outcomes

A student passing this module should be able to:

  1. Understand through practice the principles and practices of complementary specialist areas of marketing and marketing communications e.g. media communications, multimedia
  2. Critically understand media planning and strategy, applying this to advertising development and evaluation.
  3. Plan, justify and execute advertising strategy.
  4. Critically evaluate advertising campaigns.
  5. Students need to be able to present convincing, well-grounded arguments, in a variety of ways to diverse audiences.
  6. Students need to be abletoanalyze and evaluate complex issues, think conceptually, and develop arguments based on sound research and evidence
Learning and Teaching Activities Scheduled Contact Hours: 48
Independent Learning Hours: 252
Assessment (For further details see the Module Guide) 001: 25% Coursework: Individual, presentation: 10 minutes
002: 25% Coursework: Individual, standard written: 2000 words or equivalent
003: 25% Coursework: Group work, presentation: 20 minutes
004: 25% Coursework: Group work, other: 4000 words or equivalent
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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