UNIVERSITY OF CAPE TOWN

Foundations of Advertising short course

Information Pack April 2014 Presentation

FOUNDATIONS OF ADVERTISING SHORT COURSE

Need for the course

The number of different marketing channels and tools available to the modern marketer, coupled with the harder-to-please and more demanding consumer, makes it increasingly critical for organisations to streamline and integrate their marketing communications in order to be successful. In response to the ever-changing consumer landscape, traditional advertising tactics have had to adapt, where instead of working mix. This course aims to help students develop an understanding of how traditional in isolation, they are now designed to form one part of a much larger communications advertising has changed, as well as gain insight into its new role within the marketing tool.

Course Overview
This practical 10-week course provides students with an overview of the role of context of an integrated advertising, within the broader marketing communications approach. It gives students an understanding of how advertising fits, and works

communications industry, its processes, challenges and its role as a strategic business

together, with all aspects of

Career Opportunities
The ability to plan and develop an integrated marketing communications strategy that incorporates effective advertising tactics is a vital skill for the success of any modern-day organisation. Whether you are already performing a specific role within the advertising space, or are intending to do so, this course will provide you with a good working knowledge to help formalise your skill set, further your career, and increase

marketing communications. COURSE DURATION: 10 weeks online, available throughout South Africa COURSE APPROVAL: This course is approved by the University of Cape Town. You will receive a certificate issued successfully completed the course.

your earning potential. For those in a number of related professions who want to add

to their skill set, this course will assist you in accessing the wide variety of advertising And finally, for business owners or entrepreneurs who want to understand the role of course will also assist you.

career opportunities available to the modern-day marketing communications executive. integrated marketing communications as a strategic tool for growing their business, this

by the university once you have

WEEKLY Course modules

The following modules are covered during the course: Module 1: Module 2: Module 3: Module 4: Module 5: Module 6: Module 7: Module 8: Module 9: Module 10: What is advertising?

COURSE DATES: Registrations close: 28 March 2014 Course starts: 7 April 2014 COURSE FEES: R9,800 CONTACT Xiane 021 447 7565 021 447 8344

The advertising industry and process Understanding consumer behaviour Target audience Media Strategic planning for marketing and advertising Product and brand Alternative, digital and social media Message Advertising research

xiane@getsmarter.co.za

Tel: +27 21 447 7565 | Fax: +27 21 447 8344

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FOUNDATIONS OF ADVERTISING SHORT COURSE

Module 1
WHAT IS ADvERTISING? This module defines advertising, takes students through the of target markets and audiences, and how to reach them. It advertising communication process, and examines the concept also covers the idea of integrated marketing communications, as well as the economic, social, ethical and legal issues that advertisers should consider.

Module 6
PRODUcT AND BRAND This module looks at how to refine your product concept for your selected target audience, and how to turn a product into a brand. It exams the 4 Ps - product, price, place, and market. From a brand perspective, the creation of a brand the advertising brief, is explored.

promotion - and how to review each angle against your target message via the creation of your brand positioning, as well as

Module 2
THE ADvERTISING INDUSTRY AND pROcESS This module attempts to answer the question of how advertising gets made. It looks at the different types of

Module 7
mEDIA Understanding how to reach your target market through module. It also looks at some basic definitions of media established, alternative and new media, is the aim of this terminology, media strategy and the 5 Ms of media planning.

advertising agencies, as well as the varied roles, people and remuneration models that apply. Finally, the suppliers and clients linked to the world of advertising, are also considered.

Module 3
UNDERSTANDING cONSUmER BEHAvIOUR Module 3 focuses on why consumers do what they do. This includes insights into potential consumer markets, consumer

Module 8
AlTERNATIvE, DIGITAl AND SOcIAl mEDIA Following on from the previous module, module 8 focuses specifically on alternative media channels. These include direct marketing, personal selling, sales promotion, PR, sponsorship and digital and social media channels. applications. mESSAGE This module examines the notion of the big idea, the creative process and the formulation of a creative strategy. It also and the evaluation of advertising initiatives. considers the writing of a creative brief, creative development,

motivation as well as the consumer purchase decision process.

Module 4
STRATEGIc plANNING FOR mARKETING AND ADvERTISING Module 4 provides a comprehensive overview of marketing strategy, including the various elements that go into producing one from which the advertising strategy can come. The four building blocks of advertising strategy are then examined, in

Module 9

turn: target audience; product and brand; media; and message.

Module 5
TARGET AUDIENcE Knowing how to define and select your target audience is the key focus of this module. This includes looking at how to go about segmenting your market - behaviouristically, geographically, demographically and psychographically.

Module 10
ADvERTISING RESEARcH This final module centres on the idea of using research to aid decisions on marketing communications. It looks at the different research), as well as the post-research testing process.

types of research (e.g. strategy, creative concept and development

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FOUNDATIONS OF ADVERTISING SHORT COURSE

Who should attend

This course is aimed at anyone with a keen interest in advertising or integrated marketing communications; or who is currently working within an advertising, marketing or related environment (e.g. promotions, public relations etc.) This includes advertising sales agents; marketing executives, managers and content marketers; account executives and planners; art directors; illustrators; copywriters; graphic

How to register
Register online at www.getsmarter.co.za. Click and then click Register for registration form. Advertising on the left menu this course to complete the

designers; social media specialists; and media buyers and planners. It is suited to any working professional or business owner who wants to know how to plan and deliver integrated marketing communications and advertising campaigns.

Entry Requirements
The only entry requirement for this course is a desire to learn and advance your

Course delivery
The course is delivered through the unique GetSmarter Learning website. To ensure that you are able to maintain a work-life balance while completing the course, the content is divided into manageable weekly modules. On each Monday of the 10-week course, you will receive one module to complete in your own time and at your own pace throughout

career; no prior knowledge

of advertising is needed. In will need to:

the week. Each module consists of the following components: downloadable PDF course notes; video lectures; online discussion forum; online multiple-choice practice quiz; weekly module assignment; and further reading and resources (optional). The Course Instructor, Gillian Rightford, will provide you with academic support through the online discussion on email and telephone to provide you with administrative support. The course has been

order to do this course, you

Have a current email account  Have access to a computer  and the internet PDF documents Be able to open and read  Be able to create documents  in Microsoft Word language Read and write in the English 

forum for the duration of the course. A designated Course Coordinator will also be available designed in such a way that it allows you to study anywhere and anytime, at your own pace.

Assessment and award of the certificate

The course is focused on teaching you practical, formal skills that you can apply in your career. You are not required to write any exams. Assessment is based on a series of practical weekly assignments completed online, which are either written or quiz-based. You will need to achieve a combined final mark of at least 50% to receive the certificate as issued by the University of Cape Town.

Any course requirements that are for assessment purposes must be completed in English.

Course APPROVAL
This course is approved by the University of Cape Town. You will receive a certificate is developed and presented by the University of Cape Town in partnership with issued by the University once you have successfully completed the course. The course GetSmarter. GetSmarter is the first and only entirely online education company to education in South Africa. Institutional accreditation number: 3692.

be accredited by any SETA (Sector Education and Training Authority) as a provider of

About GetSmarter
GetSmarter is a premier online education company that partners with prestigious universities and leading organisations to offer continuing education short courses, undergraduate programmes, postgraduate programmes and customised business solutions.
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FOUNDATIONS OF ADVERTISING SHORT COURSE

Payment details
PAYmENT OpTIONS: 1.  Once-off payment

Contact us:
Should you have any queries, please contact Xiane at GetSmarter: Contact: Xiane 021 447 7565 021 447 8344

R9,800 by 28 March 2014

2.  Payment plan

First instalment: R3,500 by 28 March 2014 Third instalment: R3,000 by 23 May 2014

R10,000, paid as follows:

Second instalment: R3,500 by 25 April 2014

xiane@getsmarter.co.za

Payment methods
1. E  LECTRONIC FUNDS TRANSFER (EFT) Please make use of your name and surname as a reference. 2. C  REDIT CARD (MASTERCARD AND VISA) Students will be contacted by telephone to obtain details.

Banking details
Account name: Bank: Branch: GetSmarter Claremont 025109 Standard Bank

Branch code: SWIFT Code:

ACCOUNT NUMBER: 07 251 0684 SBZAZAJJ

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