Course Title: Intro to the Advertising Industry

Part A: Course Overview

Course Title: Intro to the Advertising Industry

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2007,
Sem 2 2008

Course Coordinator: Kerin Brearley

Course Coordinator Phone: 9925

Course Coordinator

Course Coordinator Location: 9.1.07

Course Coordinator Availability: Please email for an appointment time

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course introduces students to the practice and principles of advertising as it relates to the agency environment. It looks at the business of advertising rather than advertising-marketing theory (as in the elective MKTG1208 Introduction to Advertising) and contextualizes conceptual theory learned in GRAP 2311 Theory and Practice of Creativity in Semester One.

Advertising is a constantly evolving service industry and the course outlines the function of an agency, and the various roles people play in the creation, production and selling of advertising. It also explores the complex relationship between agency and client; the agency and the creative department; the creative department and suppliers; and the wider communications community (design, PR, media, journalists, and so on).
An historical overview of advertising looks at how agency practice has evolved over time and adapted to political and economic change. By looking at the practices and philosophies of agencies and individuals and the work they produce, and the award system that supports industry ranking, students develop an appreciation of why some agencies/individuals are viewed as more successful than others and the wider implications.

Advertising nowadays is a worldwide activity and agency practice is further considered within the social, cultural, intellectual and technological climate in which agency practitioners operate, and the ethical and moral issues and dilemmas agencies face in talking to consumers.

Objectives/Learning Outcomes/Capability Development

  1. Understand what an advertising agency is, what it does and how it works, and appreciate how the creative product is utlised and understood in the wider global, social, economic and technological framework.
  2. Have a working knowledge and appreciation of the roles and responsibilities in the planning, creation, execution and production of advertising communication.
  3. Understand the function and role of advertising, the advertising agency, the stakeholders and the supplier chain.
  4. Appreciate how the past has informed current practice.

  1. Demonstrate an understanding of how to best communicate to a consumer group.
  2. Work collaboratively and effectively with others in a team.
  3. Present and critique work and accept feedback.
  4. Write a critical analysis (including footnotes and citations) appropriate to this level of study.

Overview of Learning Activities

Lectures introduce students to the issues involved in agency practice. Where appropriate, specialist guest speakers will contribute insights, information and expertise relating to current projects, work methods and professional practices. This will allow students to develop a better understanding of work standards expected both in the course and later in industry.

Tutorials will offer opportunities to further explore key concepts through in-class exercises, case studies and discussion. Students are expected to read set assigned texts prior to lectures and tutorials and participate in tutorial discussions. This allows students to learn from each other and to deepen their insight into theory and practice. These may be followed by practical activities where students work in teams and develop advertising solutions within the agency restraints of deadlines, budgets and product limitations. 
Students are expected to attend all classes and will find it difficult to grasp concepts and gather information if they fail to attend.

Overview of Learning Resources

Students are encouraged to read relevant articles found in periodicals, journals and newspapers as questions related to such topics and/or articles might be occasionally asked in the class as well, even though they are not discussed in class. They are also expected to research topics and access library, online and interact with industry resources appropriate to their projects.

Overview of Assessment

Assessment is by coursework, project work, presentations and an exam. Each task will have its own set of assessment criteria and outcomes. Peer and self-assessment in collaborative tasks.