Advertising Strategy and Planning
This unit allows students to gain a holistic appreciation of the strategic dimensions of advertising. Built on a platform of relevant theoretical perspectives, the following key subject areas are covered: Contemporary models and frameworks; Message processing; Involvement, motivation and goals; Positioning; Differential advantage; The Value Proposition; Sequential Planning; Message strategy development; Behavioural Economics; Effectiveness Evaluation.
This unit concentrates on drawing together students’ previous research knowledge and experience at undergraduate level, challenging their understanding of academic research and of applied research within the communications industries.
This unit is aimed at transforming problems and challenges into opportunities, for both entrepreneurs and organisations.
Consumer Culture Insights
The overall aim of the unit is to enable students to develop competency in the application of consumer culture theory in generating consumer insights
This unit aims to provide students with strategic and tactical skills for developing advertising and marketing communications strategies in the digital sphere.
Advertising Boot Camp
This unit is a 3 week professional, part-delivered in London and part-delivered in Bournemouth with collaboration of advertising agencies and relevant professional associations, aims to situate advertising within integrated marketing communications, providing the context to planning a contemporary promotions campaign.
Professional Project OR Academic Paper
Students will be required to prepare an academic paper, professional project or portfolio based on their particular chosen subject area.