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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 will explore the philosophy and discipline of Account Planning, which provides the strategic underpinning for most successful marketing communication campaigns. Students will learn how to utilise both formal and informal research in campaign development and evaluation, and how to combine logical analysis and intuition in the search for insight. Examples from both inside and outside the industry will demonstrate the importance of asking the right questions, setting the right objectives, applying creativity to the research process and discipline to creativity.
Students must pass 1 unit from ADV2105
Must have course WAM equal to or greater than 70
On completion of this unit students should be able to:
Seminars/Workshops, Research, Report Writing, Presentation Skills.
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 |
|---|---|---|
| Case Study | Research | 25% |
| Project | Creative Brief | 25% |
| Presentation | Client Pitch | 50% |
^ Mandatory reference
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.
ADV3115|2|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 will explore the philosophy and discipline of Account Planning, which provides the strategic underpinning for most successful marketing communication campaigns. Students will learn how to utilise both formal and informal research in campaign development and evaluation, and how to combine logical analysis and intuition in the search for insight. Examples from both inside and outside the industry will demonstrate the importance of asking the right questions, setting the right objectives, applying creativity to the research process and discipline to creativity.
Students must pass 1 unit from ADV2105
Must have course WAM equal to or greater than 70
On completion of this unit students should be able to:
Seminars/Workshops, Research, Report Writing, Presentation Skills.
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 |
|---|---|---|
| Case Study | Research | 25% |
| Project | Creative Brief | 25% |
| Presentation | Client Pitch | 50% |
^ Mandatory reference
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.
ADV3115|2|2