This module aims:Provides students with an understanding of project management principles in the context of managing an advertising and marketing communications campaign.Enables students to secure and build a relationship with a client, write a brief and commence campaign development work. Gives students an in-depth understanding of the skill involved in writing advertisements for various media options.
Section 1
Client service/Account Management skills - managing a client relationship (communication, report writing, budgets, paperwork, contact reports etc); professionalism; managing client expectations; identifying client needs.
Section 2
Video and Radio production skills - workshops will be held to reacquaint students with audio visual techniques that will be required in semester 8.
Section 3
Planning and conducting research based on the client brief with a view to coming up with findings that will inform the Big Idea. Qualitative and quantitative techniques will be explored and secondary sources will be utilised where available and appropriate.
Section 4
Copywriting - the history of copywriting; the role of the brief in writing copy; understanding the target audience and what motivates them; tone of voice; essential ingredients for an ad; writing copy for various media options - radio, print, TV, outdoor and digital.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |