Course Title: Advertising System Integration

Part A: Course Overview

Course Title: Advertising System Integration

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2007

Course Coordinator: Bradley Wilson

Course Coordinator Phone: +61 3 9925 3861

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 2 Room 37

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course explains the means by which advertising provides an ‘integrated’ service to corporate and not-for-profit organisations. In the context of this course ‘integration’ is understood as the management of existing linkages between: communication agencies (such as advertising agencies); suppliers; clients; media; and consumers. The supply chain provided by these parties is discussed as a multifaceted system, influenced and dependant upon consumer behaviour. This course discusses the impact of psychographic findings on the management of ‘integration’ of a specific supply chain: advertising. It involves the independent learning of an essential aspect of advertising management and the application of this knowledge to a problem solving task.

NOTE: This is an elective course in the MA Advertising program.

Objectives/Learning Outcomes/Capability Development

On completion of this course, you will be able to:

  1. Identify cases in which gains from integration may arise.
  2. Develop the necessary skills to proposing improvements to integration to both advertising agencies and advertisers.
  3. Develop the skills to facilitate the implementation of integration improvements.
  4. Understand the importance of cooperation with others – consultants, suppliers, media, etc – who may be involved in achieving integration improvements.

Overview of Learning Activities

Lectures and seminars which include peers presentation and industry guest speakers. Seminars will involve critique and discussion of delivered material.

Overview of Learning Resources

Resources will include lecture notes, recommended journal articles and information provided through RMIT’s online learning hub.

Overview of Assessment

Course involves assessment via tutorial exercises, journal article critique, research paper and presentation.