Course Title: Advertising Strategy Planning

Part A: Course Overview

Course Title: Advertising Strategy Planning

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011

Course Coordinator: Dr Emsie Arnoldi

Course Coordinator Phone: +61 3 9925 3623

Course Coordinator Email:

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

The effectiveness of advertising depends, to a large extent, on the capability of advertising agencies to plan advertising campaigns. This courses’ purpose is to examine the theories underlying the practice of strategic planning within advertising agencies and independent consultancies. It identifies the role of the account planner and the nature of his/her relationship with agency co-workers and clients, giving an overview of processes, procedures and ideologies to effectively handle advertising accounts. Importantly, this course provides the necessary tools used by planners to conduct research, and the necessary skills to transform market and audience research, and qualitative and quantitative research, into strategic proposals. This is a required course in the Graduate Diploma and Master of  Advertising program.

Objectives/Learning Outcomes/Capability Development

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

  1. Conduct and use research, critically evaluating its significance for decision-making within the advertising strategy development process
  2. Solve advertising and marketing communications problems for successful outcomes.
  3. Formulate advertising creative briefs based on various planning approaches.
  4. Develop a critical understanding of effectively working with the client and creative professionals in the development of advertising strategies.

Lectures will explore the application of advertising theory, through Account/Strategy Planning processes to achieve brand equity objectives, client satisfaction and identifiable outcomes.

The roles of research, both qualitative and quantitative, will be examined in terms of how they apply to the advertising strategy development process.

Lectures will also introduce the essential readings in textbooks and articles in scholarly journals and reflect on how these references can be used to develop real-life strategic development outcomes.

Tutorials will offer a case method based approach where you will interogate real world examples and develop ideas and recommendations as to appropriate strategic responses.

Overview of Learning Activities

 Lectures, Presentations and Discussions.

Overview of Learning Resources

Recommended texts and suggested readings will be advised in class in Week 1

Overview of Assessment

Assessment in this course will consist of a three assignments, which will require demonstrations of critical thinking and practical application of theories.