Module ADB-3112:
Strategaeth Hysbysebu
Module Facts
Run by Bangor Business School
10 Credits or 5 ECTS Credits
Semester 1
Organiser: Dr Sara Parry
Overall aims and purpose
SYLWER: Os ydych yn cofrestru ar gyfer y modiwl hwn, ni ellwch gofrestru hefyd ar gyfer ASB3212 Trethu.
Cyflwyno uwch theori hysbysebu a'r cyfryngau, yn canolbwyntio ar rôl hysbysebu a'i integreiddio o fewn cyfathrebu marchnata cyfoes. Diffinio'r broses o reoli hysbysebu. Negeseuon, y cyfryngau a mesur. Cyflwyno a chymhwyso'r gwaith o gynllunio, datblygu a gwerthuso ymgyrchoedd hysbysebu ac archwilio swyddogaethau asiantaethau hysbysebu.
Course content
Modelau hysbysebu damcaniaethol; Y broses o reoli hysbysebu: negeseuon, y cyfryngau a mesur effeithiolrwydd hysbysebu; Datblygu ymgyrch hysbysebu, gyda phwyslais ar gynllunio a dadansoddi cyfryngau hysbysebu; Hysbysebu ar y rhyngrwyd, cyfryngau symudol ac amgylchol; Yr ochr greadigol; cynllunio a chynhyrchu ymgyrchoedd; Yr ysgrifennwr copi a dylunio negeseuon; Materion moesegol mewn hysbysebu.
Assessment Criteria
threshold
Satisfactory standard: No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work’s objectives.
good
Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
excellent
Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
Learning outcomes
-
Adolygu swyddogaeth hysbysebu mewn cyfathrebu marchnata.
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Nodir prif ddamcaniaethau sy'n sail i strategaeth hysbysebu.
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Datblygu negeseuon hysbysebu a'u cyd-destun: defnyddio strategaeth a thactegau creadigol.
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Edrych ar nodweddion cyfryngol a gosod amcanion cyfryngol.
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Cynllunio a threfnu ymgyrch hysbysebu.
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Deall pwysigrwydd y gweithdrefnau a ddefnyddir i fesur effeithiolrwydd hysbysebu.
Assessment Methods
Type | Name | Description | Weight |
---|---|---|---|
REPORT | Aseiniad | Datblygu ymgyrch Hysbysebu |
40 |
EXAM | Arholiad S1 2awr | 60 |
Teaching and Learning Strategy
Hours | ||
---|---|---|
Private study | 50 | |
Lecture | 20 | |
Individual Project | 22 | |
Tutorial | 8 |
Transferable skills
- Literacy - Proficiency in reading and writing through a variety of media
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
Subject specific skills
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
- Articulating and effectively explaining information.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Emotional intelligence and empathy.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
Resources
Talis Reading list
http://readinglists.bangor.ac.uk/modules/adb-3112.htmlPre- and Co-requisite Modules
Pre-requisites:
Courses including this module
Compulsory in courses:
- N500: BA Marketing year 3 (BA/MK)
- N5R3: BA Marketing with Italian year 4 (BA/MKITAL)
- N5R1: BA Marketing with French year 4 (BA/MKTFR)
- NR51: BA Marketing and French (4 year) year 4 (BA/MKTFR#)
- N5R2: BA Marketing with German year 4 (BA/MKTGER)
- NR52: BA Marketing and German (4 year) year 4 (BA/MKTGER4)
- NR53: BA Marketing and Italian (4 year) year 4 (BA/MKTITAL)
- NR54: BA Marketing and Spanish (4 year) year 4 (BA/MKTSP)
- N5R4: BA Marketing with Spanish year 4 (BA/MKTSP#)
- N503: BSc Marketing (Bangor International College) year 3 (BSC/BICMRK)
- N501: BSc Marketing year 3 (BSC/MKT)
- N50B: BSc Marketing (4 year with Incorporated Foundation) year 3 (BSC/MKT1)
Optional in courses:
- NQ26: BA Astudiaethau Busnes a Chymraeg year 3 (BA/ABCH)
- NG10: BA Business and Computer Information Systems year 3 (BA/BCIS)
- N322: BA Banking and Finance year 3 (BA/BIF)
- NN13: BA Business Studies and Finance year 3 (BA/BSF)
- NN14: BA Business Stud & Finance (with International Experience) year 4 (BA/BSFIE)
- N1R1: BA Bus Stud with French year 3 (BA/BSFR)
- N1R2: BA Business Studies with German year 3 (BA/BSGER)
- N1R3: BA Business Studies with Italian year 3 (BA/BSIT)
- NN15: BA Business Studies and Marketing year 3 (BA/BSM)
- 8N60: BA Business Studies and Marketing (with International Exp) year 4 (BA/BSMIE)
- N1R4: BA Business Studies with Spanish year 3 (BA/BSSP)
- NM11: BA Business and Law year 3 (BA/BUSALAW)
- N1T1: BA Business Studies and Chinese year 4 (BA/BUSCH)
- N100: BA Business Studies year 3 (BA/BUSS)
- NR1C: BA Business Studies/French year 4 (BA/BUSSF)
- NR1F: BA Business Studies and German year 4 (BA/BUSSG)
- NR1H: BA Business Studies and Italian year 4 (BA/BUSSI)
- N102: BA Business Studies (with International Experience) year 4 (BA/BUSSIE)
- NR1K: BA Business Studies and Spanish year 4 (BA/BUSSS)
- R1NC: BA French with Business Studies year 4 (BA/FBS)
- R1N1: BA French with Marketing year 4 (BA/FRMKT)
- R2NC: BA German with Business Studies year 4 (BA/GBS)
- R2N1: BA German with Marketing year 4 (BA/GERMKT)
- N2N4: BA Management with Accounting year 3 (BA/MAF)
- R4N1: BA Spanish with Business Studies year 4 (BA/SPBS)
- R4N5: BA Spanish with Marketing year 4 (BA/SPMKT)
- L190: BSc Business Economics year 3 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 3 (BSC/BEC1)
- L191: BSc Business Economics with International Experience year 3 (BSC/BECIE)
- L192: BSc Business Economics (Bangor International College) year 3 (BSC/BICBE)
- N105: BSc Business Studies (Bangor International College) year 3 (BSC/BICBS)
- N106: BSc Business Stud & Finance (Bangor International College) year 3 (BSC/BICBSF)
- NN24: BSc Management with Account (Bangor International College) year 3 (BSC/BICMNA)
- N101: BSc Business Studies year 3 (BSC/BS)
- N10B: BSc Business Studies (4 year with Incorporated Foundation) year 3 (BSC/BS1)
- NN1H: BSc Business Studies and Finance year 3 (BSC/BSFIN)
- NN1J: BSc Business Studies and Finance (4 year with Incorp Found) year 3 (BSC/BSFIN1)
- NNM1: BSc Business Studies & Marketing with Intl Experience year 4 (BSC/BSMIE)
- NN1M: BSc Business Studies and Marketing year 3 (BSC/BSMKT)
- NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 3 (BSC/BSMKT1)
- N2NK: BSc Management with Accounting year 3 (BSC/MWACC)
- N2NL: BSc Management with Accounting (4 year with Incorp Found) year 3 (BSC/MWACC1)
- 2R87: BSc Psychology with Business year 3 (BSC/PWB)
- C82B: BSc Psychology with Business (4yr with Incorp Foundation) year 3 (BSC/PWB1)
- 2R88: BSc Psychology with Business with International Experience year 4 (BSC/PWBIE)