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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.

MART 469 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. This paper is the capstone of the Diploma for Graduates Endorsed in Advertising.

The paper 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.

Paper title Advertising Planning and Concept Development
Paper code MART469
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $1,101.55
International Tuition Fees (NZD) $5,026.17

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Normally available only to postgraduate and/or DipGrad students.

Teaching staff

Dr Roel Wijland

Paper Structure
This paper covers the following themes:
  • Insight Generation
  • Creative Concepting
  • The Art of Critique
  • Axis Awards/Showcase Ideation
  • Creative Briefing Typologies
  • Integrated Container Models
  • Behavioural Change Objectives
  • History of Advertising and Planning
  • Engagement and Connection Planning
  • Mobile and Digital Planning
  • Feedback Cycles
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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Second Semester

Teaching method
This paper is taught On Campus
Learning management system