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This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
This unit provides participants with the skills to select and apply practical models from communications theory, consumer decision-making theory, and consumer behaviour theory to address the concept of brand equity and to create effective and ethical advertising messages. These models provide the theoretical foundation for consumer research, facilitating the strategic development of product and brand positioning, the advertising campaign plan, and the creative platform.
Unit was previously coded ADV4105, MKT2600, MKT2608
On completion of this unit students should be able to:
Lectures, tutorials/workshops, research and report writing.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Report | Preliminary research project topic report | 10% |
| Project | Research project on consumer decision making process | 40% |
| Examination | End of semester exam | 50% |
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
ADV2105|1|1
This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
This unit provides participants with the skills to select and apply practical models from communications theory, consumer decision-making theory, and consumer behaviour theory to address the concept of brand equity and to create effective and ethical advertising messages. These models provide the theoretical foundation for consumer research, facilitating the strategic development of product and brand positioning, the advertising campaign plan, and the creative platform.
Unit was previously coded ADV4105, MKT2600, MKT2608
On completion of this unit students should be able to:
Lectures, tutorials/workshops, research and report writing.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Report | Preliminary research project topic report | 10% |
| Project | Research project on consumer decision making process | 40% |
| Examination | End of semester exam | 50% |
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
ADV2105|1|2