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    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.

    About this paper

    Paper title Advertising Planning and Concept Development
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    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


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Thursday 13:00-14:50 29-35, 37-42
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