units

MKX3671

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick Second semester 2010 (Day)
Caulfield First semester 2010 (Day)
Coordinator(s)Ms Sandra Luxton

Synopsis

An integrative experience using the advertising theory and processes to which students have been exposed through their course. Students will further study and use campaign planning and management tools. They will create from briefs two major advertising campaigns.

Objectives

The learning goals associated with this unit are to:

  • design and execute an integrated advertising campaign
  • evaluate the effectiveness of integrated advertising campaigns
  • integrate research information, media planning and creative resources to efficiently execute a finished campaign
  • professionally present advertising campaign strategies to client/agency staff.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Chief examiner(s)

Sandra Luxton

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF3621, MKW3621 or MKX3621