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MART469 Advertising Planning and Concept Development

The history, current practice and possible futures of the planning function in advertising and the development and execution of creative concepts.

Creativity is a key component of successful advertising and marketing communication outcomes. The value of understanding creative thinking, which is more than just an ability to "be creative", is to develop a curiosity for, and an originality in approaches to, making sense in new ways. This course aims to develop knowledge of creative concepts relative to marketing theory and practice and considers historical and current practices as well as future possibilities for developing concepts in creative industries. Importantly, Advertising Planning and Concept Development integrates theory with real world examples in the global context as well as introducing local and sustainable creative alternatives. The course is structured in two distinct parts and will be delivered as a series of lectures, guest sessions, case studies and workshops with academic as well as local and international industry practitioners.

Paper title Advertising Planning and Concept Development
Paper code MART469
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $1,163.90
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Normally available only to postgraduate and/or DipGrad students.

Teaching staff

Associate Professor Rob Aitken

Paper Structure

This paper covers the following themes:

  • Creativity and Marketing Effectiveness
  • The Creative Agency Model
  • The Creative Pitch
  • Sustainability and Creativity
  • Global Challenges and Local Directions
Teaching Arrangements

One 2-hour lecture each week for 13 weeks.

There is no required textbook for this paper.
Course outline
View the course outline for MART 469
Graduate Attributes Emphasised
Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes

Upon successful completion of the paper, students will be able to:

  • 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
  • Manage a variety of ideation techniques in the process of concept development
  • Execute media-independent concepts in a variety of technical applications
  • Convincingly express creative proposals in the context of business strategies and creative competitions

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Semester 2

Teaching method
This paper is taught On Campus
Learning management system

Computer Lab

Stream Days Times Weeks
A1 Thursday 13:00-14:50 32-33, 39


Stream Days Times Weeks
L1 Thursday 13:00-14:50 28-31, 36-41