Download June 2016 ACAS112 Advertising Skills 1 - ComSci

FACULTY OF ARTS
DEPARTMENT OF COMMUNICATION SCIENCE
COURSE OUTLINE
Module Title
Advertising Skills 1
Module Code
ACAS 112
Programme in which
the module is offered
Diploma in Public Relations – ACPDP1
Year of offering
1st year
SAQA Credits
15
NQF level
5
Name of Lecturer /
Lecturers
Mr. T. G. Mokgosi
1
TABLE OF CONTENTS
Page
1. DEFINITION OF TERMS
3
2. MODULE PURPOSE
4
3. MODULE OUTCOMES
4
4. TOPICS WITH SCHEDULING
5
5. NOTIONAL HOURS
6
6. ASSESSMENT PROCEDURES
7
7. MODE OF DELIVERY
7
7.1 Practicals
7
7.2 Tutorials
7
8. ASSESSMENT CRITERIA
8
9. ASSESSMENT METHODS
8
10. ASSESSMENT FEEDBACK
11. GUIDELINE FOR PRESENTING ASSIGNMENTS
12. REFERENCING STYLE
13. ASSIGNMENT COVER SHEET
14. PRESCRIBED READINGS, AND RECOMMENDED READINGS
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8
8
8
8
15. MATERIALS NEEDED FOR THE MODULE
9
16. COPYRIGHT AND PLAGIARISM
17. STUDENT SUPPORT
18. WORK INTEGRATED LEARNING (WIL)
19. QUALITY ASSURANCE ENHANCEMENT
20. RECORDING OF LECTURES
21. LECTURE ATTENDANCE
22. Table 1: Assessment Criteria Template
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10
10
10
11
11
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23. Table 2: Assignment Cover Sheet
13
24. Annexure A: Guidelines for Communication Science Students
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2
Date: 11 July 2016
Dear Student
Welcome to the module Advertising Skills- ACAS 112. You will be exposed to the
various skills/ tools that will equip and empower you to become a valuable person in
the market place.

Prerequisite required for this course – None
Lecturer’s expectations: Please refer to Annexure A: Guidelines for
Communication Science Students.
Lecturer’s contact details:
Mr. T. Mokgosi
Communication Science
2nd floor
Office A2 - 44
Telephone: 035 9026942
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1. DEFINITION OF TERMS
COURSE OUTLINES/SCHEME OF WORK/MODULE OUTLINE: Course/Module
outline/Scheme of work represent a contract between the lecturer and student stipulating the
requirements for each course: its aims, learning outcomes, course requirements and
assessment.
LEARNER/STUDY GUIDE: A learner/study guide helps in organising lecture notes and
textbook material so that students can increase their comprehension and memory of large
amounts of information. Specific outcomes on topics covered, the summary of content, as well
as revision questions are included.
TUTORIAL: A tutorial is an interactive method of transferring knowledge in the learning
process. A tutorial seeks to teach by example and supply the information to complete a certain
task.
PRACTICAL: A practical is a lesson in which theories and procedures learned are applied to
the actual making or doing of something.
FORMATIVE ASSESSMENT: The goal of formative assessment is develop and monitor
student learning to provide ongoing feedback that can be used by lecturers to improve their
teaching and by students to improve their learning.
SUMMATIVE ASSESSMENT: The goal of summative assessment is to evaluate student
learning at the end of an instructional unit by comparing it against some standard or
benchmark.
GENERIC OUTCOMES: These are critical cross-field outcomes that inform all teaching and
learning as stipulated by SAQA Regulations.
Each module should enable students to:







work effectively as individuals and with others as members of a team;
organise and manage themselves and their activities responsibly and effectively;
identify and solve problems and make decisions using critical and creative
thinking;
collect, analyse, organise and critically evaluate information;
communicate effectively using visual, symbolic and/or language skills in various
modes;
use science and technology effectively and critically showing responsibility
towards the environment and the health of others; and
demonstrate an understanding of the world as a set of related systems by
recognising that problem solving contexts do not exist in isolation.
SPECIFIC/MODULE OUTCOMES: Learning outcomes are statements of what students will
learn in a lecture. Each lecture has its specific outcomes. The statements are focused on
student learning.
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2. MODULE PURPOSE
Learners will understand the purpose of advertising within the scope of media
studies.
3. MODULE OUTCOMES
Broad Outcome: They will learn that advertising is the paid, public, non-personal
announcement of a persuasive message by an identified sponsor; the non-personal
presentation or promotion by a firm of its products to its existing and potential customers.
The Learner will be able to: They will be made to understand how an advertising agency
works.
Specific outcomes – The Learner will be able to:

Create an advertisement strategy for any product or organisation;

Identify correct segmentation for advertising of products;

Correctly price goods and

Create adverts.
4. TOPICS WITH SCHEDULING
SCHEME OF WORK
WEEKS
WEEK 1
11-14 July 2016
WEEK 2
18-22 July 2016
WEEK 3
25-29 July 2016
WEEK 4
1-5 August 2016




TOPICS
Welcome
Overview of course and assessments
Learning outcomes
Guidelines and Rules

Advertising and Public Relations

Setting advertising objectives

Advertising objective

Informative advertising

Persuasive advertising

Reminder advertising



Advertising and promotion,

Developing the Advertising Strategy

Advertising strategy

Theory of advertising
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
Advertising in the Digital age
Message strategy

Creative concept

Message execution

Selecting Advertising Media





Deciding on reach-frequency-impact
Selecting media vehicles
Deciding on media timing





Communication effects
Sales and profit effects
Cultural Advertising
Public relations
Press relations or press agency

Product publicity

Public affairs

Ethics and advertising regulation

Lobbying

Investor relations



Development
Direct and Online Marketing
The New Direct-Marketing Model

Growth and Benefits of Direct Marketing

Designing creating adverts for a product
WEEK 11
26-30 September2016

Customer Databases and Direct Marketing

Forms of Direct Marketing
WEEK 12

Advertising in the Digital age

Online Marketing

Integrated Direct Marketing

Public Policy Issues in Direct Marketing
WEEK 5
8-12 August 2016
WEEK 6
15-19 August 2016
WEEK 7
29-02 Aug-Sep 2016
WEEK 8
5-9 September 2016
WEEK 9
12-16 September 2016
WEEK 10
19-23 September 2016
03-7 October 2016
WEEK 13
10-14 October 2016
Evaluating Advertising Effectiveness and Return on
Advertising Investment
Revision and preparation for exam
EXAMINATION (SUMMATIVE ASSESSMENT) DATE: TBA
6
11. NOTIONAL HOURS
Contact Study
Notional Hours
Lecturers
45
Practical’s
30
Fieldwork
Tutorials
5
Guided revision
5
Total
85
Total notional hours (16 weeks) 150
Self-Study
Lecture related
Practical related
Assignments
Revision
Assessments
Total
Notional Hours
15
10
20
20
65
12. ASSESSMENT PROCEDURES
All class activities have been given weights which add up to 50%:
Assessment weighting: Advertising Skills 1 ACAS 112
Group Assignment and
practical
09 September 2016 15%
Class Test 1
12 August 2016
Individual Assignment
27 September 2016 20%
Class Test 2
04 October 2016
15%
50%
Summative
Assessme
nts
50%
15%
TBA
EXAMINATION
DP
WEIGHT TYPE
50%
DUE DATE
Formative
Assessments
ASSESSMENT
13. MODE OF DELIVERY




Formal lectures
Practical’s
Tutorials
Guided revision
a. Practicals
This module will include practicals in the form of public speaking presentations,
group sessions and debates on topical issues in South Africa.
b. Tutorials
This module will offer students tutorials. Dates and times will be discussed in class.
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14. ASSESSMENT CRITERIA
Outcomes will be judged by students’ ability to:





Publish an online advertisement
Create a suitable promotional strategy for either a product or an organisation;
Identify correct market segmentation for products in an assignment format
Demonstrate practise of theory of advertising.
Create advertisements of local products and organisations.
15. ASSESSMENT METHODS

Group Assignment

Individual Practical Assignment

Tests and Exams
16. ASSESSMENT FEEDBACK
Feedback will be provided within 14 days of submission. Feedback sessions and revision
will be provided so that students will gain clarity and attention will be paid to areas
students find difficulty.
17. GUIDELINE FOR PRESENTING ASSIGNMENTS
Arial is the official font chosen by the university. Use 12 Point font, 1.5 line spacing unless
stated otherwise by the lecturer. Sizes of pages and margins will be communicated to the
student by the lecturer in class. Use the university approved assignment cover page.
18. REFERENCING STYLE
Kindly follow the Harvard referencing style. Visit
https://www.staffs.ac.uk/assets/harvard_quick_guide_tcm44-47797
19. ASSIGNMENT COVER SHEET
Use the university approved assignment cover sheet to submit your assignments.
20. PRESCRIBED READINGS
Prescribed Text Book: Advertising and Promotion: Communicating Brands By Chris Hackley
https://books.google.co.za/books?id=GQrIiFyp8o8C&printsec=frontcover&dq=advertising+and+pro
motion&hl=en&sa=X&ved=0ahUKEwjekLr_2qXNAhVIKMAKHTruCRgQ6AEINDAA#v=onepage&q=adv
ertising%20and%20promotion&f=false
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21. MATERIALS NEEDED FOR THE MODULE - ONLINE SUPPORT AND MATERIAL
Please make use of the Faculty LMS – Moodle
Kindly log onto http://arts-online.unizulu.ac.za/ and register for the class
Advertising Skills 1: ACAS 112 (Department of Communication Science) using the
enrolment key provided in class. Please download the support material provided
which includes:

Study guides

All assessments and rubrics.

PowerPoint presentations used in class.

Further readings: journal articles and presentations.

Case studies (including questions).

Videos and social media samples of current Public Relations trends and
techniques practiced nationally and globally.
22. COPYRIGHT AND PLAGIARISM
Students cannot use another person’s material without citation and reference. The legal
repercussions of plagiarism can be quite serious.
Kindly refer to the policy and procedures on managing and preventing acts of plagiarism
in The University of Zululand calendar (Annexure B).
23. STUDENT SUPPORT
Identifying at risk students
Dynamics such as university-related factors, family and community factors, and personal
factors play a pivotal role in identifying students at risk. The lecturer under the guidance of
the HOD will assess the student’s position taking into consideration the highlighted factors
and provide ongoing support to help optimise the student’s ability to perform better in class.
Strategies to assist at risk students

Continuum of Instructional Supports for Addressing Student Diversity

Peer assisted sessions (collaborative teaching)

Support groups (i.e. social, financial and health issues)

Use of blended learning

Use of tutors
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
Consultation sessions
24. QUALITY ASSURANCE ENHANCEMENT
Feedback from students enables the lecturer to enhance the quality and content of the
module. The following feedback mechanisms will be used:

Feedback session in class.

Questionnaires at the end of the module.

Interviews with students.

Feedback activities with class representatives.

Student’s assessment performance.

Students’ exam performance.

Student evaluation conducted by the quality assurance team at the University of
Zululand.
25. RECORDING OF LECTURES
Prior consent to be obtained from the lecturer.
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26. LECTURE ATTENDANCE
You are required to attend not less than 80% of lecturers.
Table 1: Assessment Criteria Template
Learning outcomes
Assessment criteria
The critical cross field
outcomes are as follows:
Outcomes will be judged
by
a) Create a suitable

The learner’s ability
marketing strategy for
to understand how
either a product or an
an advertising
organization;
agency works.
b) Identify correct market

The learner’s ability
segmentation for
to understand the
products in an
decision making
assignment format
process.
c) Develop a market

Further learners will
based strategy on how
learn to create
to price goods
print, broadcast
d) Create advertisements
and internet
of local products and
organizations.
advertising.

Media selection
procedures and
negotiation
techniques will be
introduced to
complete the
marketing and
advertising concept
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Assessment methods
 Group Assignment
 Individual Practical
Assignment
 Tests and Exams
(Please refer to the
assessment weighting table
on page 8 for tentative
dates).
Table 2: Assignment Cover Sheet
FINAL %
FACULTY OF -------------------------------------------------------------DEPARTMENT OF-------------------------------------------------------ASSIGNMENT COVER SHEET
Student Name
Student Number
Module Title
Module Code
Assignment Topic
Due Date
NON - PLAGIARISM DECLARATION
I know that plagiarism means taking and using the ideas, writings, works or inventions of another as if they
were one’s own. I know that plagiarism not only includes verbatim copying, but also the extensive use of
another person’s ideas without proper acknowledgement (which includes the proper use of quotation marks). I
know that plagiarism covers this sort of use of material found in textual sources and from the Internet. I
acknowledge and understand that plagiarism is wrong. I understand that my research must be accurately
referenced. I have followed the rules and conventions concerning referencing, citation and the use of
quotations as set out in the Departmental Guide. This assignment is my own work, or my group’s own unique
group assignment. I acknowledge that copying someone else’s assignment, or part of it, is wrong, and that
submitting identical work to others constitutes a form of plagiarism. I have not allowed, nor will I in the future
allow, anyone to copy my work with the intention of passing it off as their own work. By signing this cover
sheet, I agree that I have read and understood the above. I acknowledge that should it be found to be higher
than the acceptable similarity percentage, I may receive 0 (ZERO) for my assignment.
Name of Lecturer
Lecturer’s
Remarks
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Annexure A: Guidelines for Communication Science Students
University of Zululand
Guidelines for Communication Science Students
1. Ensure that you are correctly registered. It is the students’ responsibility to ensure that you are
registered for the correct modules.
2. It’s important that you don’t lose your PROOF OF REGISTRATION
3. Editions to your registration will only be done within the first two weeks of registration.
4. Attend only the modules that appear on your proof of registration. Students are not allowed to
attend lectures if they are not registered for a module.
5. If you have obtained a mark of 40% to 49% in your final score (assessments plus
examinations), you are entitled to write the supplementary examinations.
6. You may be allowed to write supplementary examinations if you have been VERY sick during
the examinations. You will be required to produce a medical certificate.
7. SUPPLEMENTARY EXAMINATIONS WILL BE WRITTEN AT THE END OF EACH
SEMESTER (NOT IN THE NEXT SEMESTER). Please do not leave campus soon after your
examinations. Check that all your problems are sorted out before leaving campus. Dates for
supplementary examinations will be posted on departmental notice boards.
8. Students will not be allowed to write two supplementary examinations. No matter what the
reason is, you will only be given ONE SECOND CHANCE to rewrite an examination (only if you
qualify to do so). If you wish to re-write after you have already written a supplementary
examination, YOU WILL HAVE TO RE-REGISTER the module.
9. If you have missed a supplementary examination, you must re-register for it.
10. If you have been found guilty of copying you will be suspended from this institution (and other
institutions) for a period of two years. We cannot do anything to minimise the sentence.
11. In order to pass a module you must submit all assignments timeously and write all tests and
examinations. You must also attend AT LEAST 80% of the lectures. This is NOT A PART-TIME
university. The Department of Communication Science will NOT issue academic records.
12. The Department of Communication Science is NOT a printing centre. DO NOT bother the
lecturing staff to do your printing.
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