Overview

This unit introduces students to advanced advertising practice, applied to the development and implementation of advertising campaigns. It aims to provide graduates with appropriate knowledge and competence in researching, planning, implementing and evaluating advertising campaigns whether for corporations, non-profit organisations or government agencies and departments.

Requisites

Unit learning outcomes

Students who successfully complete this unit will be able to:

  1. Analyse critically a given advertising issue from many perspectives
  2. Evaluate and set realistic communication and media objectives, campaign strategies and expectations and performance within budgetary guidelines
  3. Synthesise and apply objectives and strategies to targeted groups efficiently and effectively
  4. Analyse and evaluate critically the comprehensive procedures involved in an advertising campaign
  5. Organise information into a uniform client report and presentation
  6. Identify and promote consistently good advertising practices

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Specified Activities
Various		3.00 12 weeks 36
Unspecified Activities
Independent Learning		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Learning activities		3.00 12 weeks 36
Online
Directed Online Learning and Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 20% 2,3,4,5,6 
Class Exercise PortfolioIndividual 20% 1,2,3,4,5,6 
Major AssignmentGroup 60% 2,3,4,5,6 

Content

  • Developmental research
  • Communication strategy development
  • Development of briefs
  • Developing and refining campaign materials and strategies
  • Booking media space
  • Benchmark research
  • Campaign review
  • Campaign implementation and tracking
  • Campaign evaluation

Study resources