Essential text:
Arens W., F., & Schaefer D., H., (2007) Essentials of Contemporary Advertising, McGraw-Hill International
OR
Yeshin, A., (2006) Advertising, Thomson (ISBN 1844801608)

Supporting text:
Shimp T., A., (2007) Advertising & Promotion 7th Edition, Thomson South Western

Belch G., A., & Belch M., A., (2007) Advertising and Promotion, 7th Edition, McGraw-Hill International

Harrison S., (2000) Public Relations, an Introduction, 2nd Edition, Thomson

Tench R., Yeomans E., (2006) Exploring Public Relations, FT Prentice Hall

Business Library
Internet
e-mail
PC with Office software
The module website

The learning strategy of this module requires students to commit 150 learning hours (including assessment). Of this there will be 36 hours of class support and 114 hours of independent and self-directed study. Learning support material will be provided for the module

Weekly classes, divided into 2 one hour lectures and 1 tutorial, will include:
- tutor led sessions
- group discussions
- seminar activities
- case study analysis
- use of video examples
- directed reading

Formative assessment will take place informally during tutorial activities. Feedback will be given to students during these sessions

This module provides a comprehensive introduction to two of the major promotional tools available to the marketing manager, within the context of an integrated marketing communications programme. Students will appreciate the wide variety of situations where both tools can be implemented in today's rapidly changing and innovative business environment, whether the market is domestic or global. Impacts on and made by, society will be discussed. The advantages of clearly researched and formulated campaigns will be identified and applied.

- Advertising & PR in context: definitions; integrated marketing communications; advertising & PR; the differences; integrated advertising campaign; global advertising
Advertising:
- Advertising: trends and expenditure; advertising as a communications process; types of advertising; consumer versus business-to-business; research in advertising; advertising media; benefits and limitations of advertising
- Advertising & Society: ethics, regulation & social responsibility
- Advertising agency operations
- Planning & executing an advertising campaign: identifying targets and setting advertising objectives; creating the platform; developing the budget; developing the media plan; creating the message; executing the campaign; evaluating the effectiveness of the campaign

Public Relations:
- Operation & activities in PR
- PR consultancy services versus an in-house PR department
- Preventing PR disasters
- Public Relations tools
- Planning PR programmes: targets, objectives, media, techniques, evaluation, budgets

Summative assessment consists of a written assignment of 2000 words (Tests All Learning Outcomes)