CUHK (SZ)

Course Outline

1. Course Identity

A. Course as listed in CUHK (SZ)

The information in this block should be exactly as approved by CUHK Senate. In case
there are any differences, please explain in the table below.

Course code MKT4930

Course title (English)
Advanced theory and Issues in Outdoor Advertising
Course title (Chinese) 高级户外广告理论及问题
Units 3
Description (English) Introduction
There are many ways to look at outdoor advertising—as a business, a creative
communication process, a social phenomenon, and a fundamental ingredient of
the free-enterprise system.

This course provides an advanced vision to outdoor Advertising for students

interested in advertising, public relations, and marketing campaigns. It
examines the most important dimensions of the field, considers how changing
economics has influenced the evolution of the profession, outlines
advertising’s functions and scope, considers its social and legal ramifications,
and looks at the major participants in the advertising business, not just in China
but around the world.

It is designed to provide students with grounding in the basic concepts that

strategic outdoor advertising practitioners use to do their jobs and how to look
into problems.

This course blends theoretical and practical concerns and concepts that
impinge upon strategic outdoor planning processes. Cases studies would be
used to identify the outdoor advertising problems.

Description (Chinese) 介绍
有多种方法可以将户外广告视为一种业务，一种创造性的沟通过程，一
种社会现象以及免费企业系统的基本要素。

本课程为对广告，公共关系和市场营销活动感兴趣的学生提供户外广告
的高级视野。它研究了该领域的最重要方面，考虑了不断变化的经济学
如何影响该行业的发展，概述了广告的功能和范围，考虑了其社会和法
律影响，并考察了广告业务的主要参与者，而不仅仅是在中国但在世界
各地。
它旨在为学生提供策略性户外广告从业人员用来完成工作的基本概念以
及如何解决问题的基础。

本课程融合了影响战略性户外规划流程的理论和实践问题以及概念。案
 例研究将用于确定户外广告问题。

B. Corresponding course in CUHK

Please give details of the closest corresponding course in CUHK (as approved by CUHK
Senate and listed in course list). If the course in SZ maps to more than one course in
CUHK, please make multiple copies of the block below.

Course code
Course title (English)
Course title (Chinese)
Units
Description (English)
Description (Chinese)

2. Prerequisites / Co-requisites
Please state prerequisites and co-requisites, in terms of courses in CUHK (SZ)* or any
other requirements (e.g., having taken certain subjects in high school).
(* Because course codes may not yet be stable, please provide both course code and course tile.)

A. Prerequisites
- Nil
B. Co-requisites

2 Learning Outcomes

In terms of learning outcomes, students taking this class will gain an understanding of the
following areas:

 The strategic outdoor advertising industry, including advertising/ media agencies, clients
side and operators.

 How to identify problems of outdoor advertising and provide solution

 The ethics and regulation of outdoor advertising today

 The role of strategic outdoor communication in the process of marketing products, ideas
and people

 The different professional specialties within the field of strategic outdoor communication

 Challenges facing the outdoor advertising world in the digital era

3. Course syllabus

Topics
1 Foundations of outdoor advertising business
2 Nature of communication and marketing
3 Market segmentation, positioning and outdoor media relationship
4 The elements of outdoor advertising
5 Nature and role of outdoor advertising as a media
6 The structure and workflow of content development for outdoor advertising
7 Ideological aspects of outdoor advertising
8 Outdoor Advertising media design analysis
9 Outdoor Media strategies
10 Integrated communication elements for outdoor advertising
Study of the above topics is supported by a three-hour lecture weekly.

Alignment of outcomes and content

The outcomes are related to the above topics as follows:

Outcome Topics
Outcome 1 Topics 1, 2, 3, 4
Outcome 2 Topics 3, 4, 5, 7
Outcome 3 Topics 4, 5, 6, 7, 8, 9, 10

4. Guest Speakers

Experience industrial practitioners would be invited to provide speeches and sharing to

classes from various outdoor industry. That would be a valuable experience to students to
learn the first hand sharing.

Detailed list would be released soon when the guests have been confirmed.
5. Assessment method

Teaching and learning strategies

Lectures, tutorials and student presentations are the main teaching and learning
components for this course. Lectures will introduce key concepts and theories while with
in-depth discussion and learning activities of the topic of the week. For presentations,
students will conduct group projects to illustrate the concepts learned in classes.

Assessment
Course assessment includes continuous assessment (weighting 100%).

1. Class participation (weighting 10%)

Learning Outcome 1+2
Participation in class discussion and sharing will be used to evaluate students’
performance and contribution.

2. Exercises and/or Class Presentations (weighting 20%)

Learning Outcomes 1-3
Tutorial exercises and/or class presentations will be used to access students’ ability to
understand, to be logically and critically responding to the subject matters of strategic
OOH planning.

3. OOH Ad Topic Presentation and Evaluation (weighting 20%) Learning Outcome

1+2
Task Description:
In groups, students are to prepare an analytical review of a selected OOH advertising
topic/issue assigned by the lecturer. These reviews are to be presented in class in such
a way as to faciliate in-class discussion and analysis of key issues shaping OOH
advertising. Detailed guidelines for the selection of topics/issues to analyse, as well as
how to approach the analysis and discussion, will be discussed in class.

In addition, each student group is required to complete an evaluation for one [1] other

group’s OOH Advertising Topic Presentation. This presentation MUST be from a
group presenting in a week different to that of the student. Scheduling will be
arranged in class by the course coordinator. 

4. Group project (weighting 40%) Learning Outcome 1+2+3

The group project will be a group assignment to design an OOH advertising plan for
a real-life client or a selected OOH industry study##. Students will make market
 and design research to apply creative advertising concepts to develop appropriate
OOH media content for the client or any selected outdoor operator’s business model
in OOH industry. A group presentation and report will be used to access students’
teamwork and creativity in advertising planning.

5. Peer Evaluation (weighting 10%)

To pass the course, students must attain:

- - an overall course score (OCS) of 40% or above.

## A selected OOH industry study

户外营销理论：OOH Theory

1、户外营銷传播市场生态：
a 户外广告营销新订议
b 广告主，代理公司，媒体公司
c 户外媒体分类
d 户外竞争对手分析及监察
e 户外营銷几大问题及处理
f 六大法则：大，动，密，独立，驚奇，乐趣

2、左右圈的户外营銷思考
g 户外广告策划
h 知明喜行惯：户外广告目标設定
I 受众的需要及訴求重要么
j 到底誰在看户外广告-广告主或广告受众
k 產品生命周期与户外广告

3、左圈带动的户外营銷
3.1 动態左圈：舊左圈舊需求
3.2 舊左圈新需求
3.3 新左圈
3.4 左圈的左圈
3.5 内左圈
3.6 合而为一的左右圈，转左为右
3.7 未意识到的需求
3.8 看似不相干的左圈
Assessment Criteria
Broad and deep critical analysis of the research/theory identified in the reading. 25%

Research and analytical ability 20%

Logical argument with clear objectives and focus 10%

Creative thinking and problem-solving 10%

Organization and presentation skills 10%

Writing and reporting 25%

6. Grade Descriptor:

Grade Overall course

A OUTSTANDING performance on all learning outcomes.

A- Generally outstanding performance on all (or almost all) learning outcomes.
B+, B, Substantial performance on all learning outcomes, OR high performance on some learning
B- outcomes which compensates for less satisfactory performance on others, resulting in overall
substantial performance.
C+, C, Satisfactory performance on the majority of learning outcomes, possibly with a few
C- weaknesses.
D+, D Barely satisfactory performance on a number of learning outcomes
F Unsatisfactory performance on a number of learning outcomes, OR failure to meet specified
assessment requirements.
7. Feedback for evaluation

CTE/ Informal feedback to instructor and/or teaching assistant

8. Reading

A. Required

No set book for this course.

B. Recommended
Moriarty, Sandra; Mitchell, Nancy; and Wells, William. (2014). Advertising &
IMC: Principles and Practice with MyMarketingLab, Global Edition, 10/E. UK:
Pearson Higher Education.
 Aitchison, J. (2002). How Asia Advertises: The Most Successful Campaigns in
Asia-Pacific and the Marketing Strategies Behind Them. Singapore: J. Wiley &
Sons (Asia).
 Artmstrong, S. (2001). Advertising on the Internet: How to Get Your Message
Across on the World Wide Web. London: Kogan Page.
 Jones, J.P. (ed.). (2000). International Advertising: Realities and Myths.
Thousand Oaks, CA: SAGE.
 O’Guinn, T.C.; C.T. Allen and R.J. Semenik. (2012). Advertising and Integrated
Brand Promotion. Mason, OH: South-Western, Cengage Learning.
 Rodgers, S. and Thorson, E. (Eds.). (2012). Advertising Theory. New York:
Routledge.
 Sinclair, J. (2012). Advertising, the Media and Globalisation: A World in
Motion. London; New York: Routledge.
 Solomon, Michael R. (2013). Consumer Behavior: Buying, Having, and Being.
Boston: Prentice Hall.

9. Course components

Activity Hours/week
Lecture 6 hours/week
10. Indicative teaching plan

Class Content/ topic/ activity

1 - Course Overview
Jun 8, 2021 - The Meaning of OOH Advertising and IMC
- Form Student Groups / Set Book Arrangement
- Project Briefing and Assigning

2 - The Principal of OOH Advertising

Jun 10, 2021 - Brand Guidelines
- Why bother to study Marketing theories?
- Understanding a Brand, Branding Communication and Consumer Behaviour relationship with
OOH planning (ACLAH model)

3 - Types of OOH Advertising: Nature and role of OOH advertising as a media

Jun 15, 2021 - Size of OOH category planning strategy and Limitation in OOH

4 - Why go OOH? - Media Plan Strategy development and planning considerations

Jun 17, 2021 - Target Audience analysis

5 - Competitive analysis
Jun 22, 2021 - Outdoor planning cost and budget forecast
- Recency Planning vs Frequency
-
6 - OOH Advertising Research and Strategic Communication
Jun 24, 2021 - OOH Effectiveness
- Outdoor Site selection and evaluation: OSCAR
- Outdoor GRP, Reach and Frequency concept application
- Selected Ad OOH topics discussion

7 - The use of Context in OOH

Jun 29, 2021 - Monitoring and maintenance issues handling
- Real time data analysis
- Selected Ad OOH topics discussion

8 - OOH is the mobile medium

Jul 1, 2021 - Airport media’s application
- Selected Ad OOH topics discussion
- Guest Speaker 1

9 - Digital OOH implementation and buying

Jul 6, 2021 - Selected Ad OOH topics discussion
- Guest Speaker 2

10 - Creative and innovation OOH Advertising campaign

Jul 8, 2021 - Creativity and its application
 - Production consideration and checklists
- Selected Ad OOH topics discussion
- Guest Speaker 3

11 - Foundations of OOH vendor business in China

Jul 13, 2021 - Selected Ad OOH topics discussion
- Guest Speaker 4

12 - Out-of-Home Advertising today

Jul 15, 2021 - OOH as strategic media and its future
- Selected Ad OOH topics discussion

13 Group Presentation
Jul 20, 2021
14 Group Presentation
Jul 22, 2021

- Implementation plan (2020–21)

The implementation plan may vary from year to year. Please indicate expected
enrolment, and number of sections.

[Example: 150 students for lecture (x 2); 30 students for tutorials (x 10)]

- Any other information

- Version date

Version number MKT xxxx-001

As of (date) 060221
Peer Evaluation Form for Group Work (Total weighting 10%)

Your name ____________________________________________________

Write the name of each of your group members in a separate column. For each person,
indicate the extent to which you agree with the statement on the left, using a scale of
1-5 (1=strongly disagree; 2=disagree; 3= neutral; 4=agree; 5=strongly agree). Total the
numbers in each column.

Evaluation Criteria Group Group Group Group

member: member: member: member:

Attends group meetings regularly

and arrives on time. /20%

Contributes meaningfully to group

discussions. /20%

Completes group assignments on

time. /20%

Prepares work in a quality

manner./20%

Demonstrates a cooperative and

supportive attitude. /20%

TOTALS
Max is 100