MART469 Advertising Planning and Concept Development
COURSE OUTLINE
Semester Two, 2016
Contents
Paper Description and Aims .............................................................................................................. 1
Learning Outcomes .......................................................................................................................... 1
Teaching Staff .................................................................................................................................. 1
Course Delivery ................................................................................................................................. 2
Expectations and Workload .............................................................................................................. 2
Assessment....................................................................................................................................... 2
Learning Outcomes....................................................................................................................... 3
Course Calendar................................................................................................................................ 3
MART469 Advertising Planning & Concept Development
Paper Description and Aims
MART469 is the senior paper of the The Brandbach, The University of Otago’s advertising
specialisation, which is industry endorsed by CAANZ, the New Zealand association of advertising
agencies. As such the Brandbach is the representative in national and international awards for
advertising planning and creativity. The course is the capstone paper of the Diploma for Graduates
Endorsed in Advertising. The course annually encompasses four externally calibrated mobile and
digital projects in a mix of digital engagement and conceptual developments, in mixed teams of
budding art directors, copywriters and planners from business, sciences and humanities.
Learning Outcomes
Upon successful completion of this paper, you should be able to
1)
2)
3)
4)
5)
6)
7)
Situate theories of advertising planning, creativity, and conceptual development in broader
marketing, research and business concepts (Research, Interdisciplinary Perspective)
Discuss the history, practice, and possible futures of the theories of advertising planning
and conceptual development (Scholarship, Disciplinary Knowledge )
Initiate, create, manage, and conclude performative insight trajectories in a professional
advertising context (Communication, Information Literacy)
Express insights and strategies in inspirational and distinctive aesthetics (Communication)
Manage a variety of ideation techniques in the process of concept development (Research,
Critical Thinking, Information Literacy)
Execute media independent concepts in a variety of technical applications (Communication,
Information Literacy, Discipline Knowledge)
Convincingly express creative proposals in the context of business strategies and creative
competitions. (Communication, Lifelong Learning)
Teaching Staff
Paper Coordinator /Lecturer
Name:
Dr Roel Wijland
Office:
Co 6.24
Email:
roel.wijland@otago.ac.nz
Office Hours: Monday 2.00pm – 4.00pm
You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g. tutorial
changes, or requests for late submission of assignments.
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Course Delivery
Lecture Day/Time: Thursday 3.00pm – 5.00pm
Room: Photoroom 2.06 in The School of Art
Expectations and Workload
MART469 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate
spending an average on 18-20 hours per week on this subject for the duration of this 13 week
course.
Students must attend a 2 hour session per week. Lectures, case studies and student ideations will
be built into these sessions. Sessions present the key conceptual material through discussion and
interaction between teaching staff and students and are supported by readings.
Portfolio progress should be monitored by reviewing information detailed on the course website
and completing any assigned readings. Students unable to attend a lecture are expected to catch
up on missed material. Unless stated otherwise, all aspects of the course are relevant to the
ongoing development of creative concepts.
Assessment
As a guideline, the paper will have four project assessments of 20% each. Individual and team
configurations will be agreed at the start and in the progress of the course.
In the spirit of the specialisation, constructive peer critique is an essential component of successful
projects and the creative culture of the sessions. At the end of the course students will receive an
assessment of their live or online critiques and creative contributions to the class projects (individual
20%).
Students will work in a variety of team and class configurations. Group size will be established in
relation to the project. Form and format are individually adaptable and are required to fit the stage
of the development of insights and projects. It is recommended that students make use of the
availability of the lecturer in office hours for individual coaching of portfolio development.
Assessment
Due date
% of
final
grade
4 x Creative & Planning Projects (Individual and Group)
TBC
80
Creative contributions in class
Ongoing
20
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Learning Outcomes
Situate theories of advertising planning, creativity,
and conceptual development in broader marketing,
research and business concepts
Discuss the history, practice, and possible futures of
the theories of advertising planning and conceptual
development
Initiate, create, manage, and conclude performative
insight trajectories in a professional advertising
context
Express insights and strategies in inspirational and
distinctive aesthetics
2)
3)
4)
5)
Manage a variety of ideation techniques in the
process of concept development
6)
Execute media independent concepts in a variety of
technical applications
7)
Convincingly express creative proposals in the
context of business strategies and creative
competitions
Percentage of final grade
Creative
contributions
1)
4 x Creative &
Planning
Projects
Learning Outcome









80
20
Total
100%
Course Calendar
Lecture/
Tutorial
Number
Week Commencing*
Topic
1
11 July
Introduction
2
18 July
Insight generation
3
25 July
Creative concepting
4
1 August
The art of critique
5
8 August
The axis awards/showcase
ideation
6
15 August
Creative briefing typologies
7
22 August
Integrated container models
Readings
Mid Semester Break 29 August to 2 September
Page 3
Notes
8
5 September
9
12 September
10
19 September
11
26 September
12
3 October
13
10 October
Behavioural change
objectives
History of advertising
planning
Engagement & connection
planning
Revisiting mobile and digital
planning
Effectiveness and the planning
idol
Feedback cycles and
revision
Readings will follow the basic theoretical trunk-line themes and will be selected annually, based on
both the heritage, current and near-future developments in a technically and strategically rapidly
changing environment of decision processes, consumer journeys, evolving value chains and technical
and digital innovations. They will be adapted as much as possible to the contexts of the main
challenges (for profit and not-for profit, local and international, award and industry) in any given
year.
* First week of Semester 2 is ACADEMIC WEEK 28
Lectures end Friday 14 October 2016
University Exam Period Second Semester Begins 15 October 2016
End 12 November 2016
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