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

  1. Adolygu swyddogaeth hysbysebu mewn cyfathrebu marchnata.

  2. Nodir prif ddamcaniaethau sy'n sail i strategaeth hysbysebu.

  3. Datblygu negeseuon hysbysebu a'u cyd-destun: defnyddio strategaeth a thactegau creadigol.

  4. Edrych ar nodweddion cyfryngol a gosod amcanion cyfryngol.

  5. Cynllunio a threfnu ymgyrch hysbysebu.

  6. Deall pwysigrwydd y gweithdrefnau a ddefnyddir i fesur effeithiolrwydd hysbysebu.

Assessment Methods

Type Name Description Weight
Assignment 40
Exam 60

Teaching and Learning Strategy

Hours
Private study 50
Lecture 20
Individual Project 22
Tutorial

Un ddarlith 2 awr yr wythnos.

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

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: