Course Title: Campaigns

Part A: Course Overview

Course Title: Campaigns

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


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


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014

Course Coordinator: John Dingeldei

Course Coordinator Phone: email for an appointment

Course Coordinator Email:

Course Coordinator Availability: by appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

"Advertising" in this context refers to the entire "through-the-line" spectrum of communications that build a brand relationship with consumers, and helps accomplish communications objectives. The effectiveness of advertising depends, to a large extent, on the capability of advertising agencies to plan and manage these campaigns. In this course, you will research, evaluate and critically examine significant issues in the development of advertising campaigns, including understanding target audiences, selecting appropriate advertising appeals, and the circumstances affecting campaign success. A proportion of the course is devoted to the practical aspects of conceptualising, executing, presenting and evaluating effective advertising campaigns to pre-determined objectives such as brand development or attitude change across all media.

Objectives/Learning Outcomes/Capability Development

The following program capabilities will be assessed in this course for students enrolled in the Bachelor of Communication in Advertising (BP219):

• Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting)
• Conduct and analyse consumer research to provide insights and inform creative and media strategy
• Demonstrate professional skills required for effective advertising client and account management
• Develop targeted and effective communication strategy, creative campaigns and media plans

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

• Formulate focused, creative and practical solutions to communications problems and identify appropriate delivery modes.

• Demonstrate an understanding of available media and how to best communicate to a particular consumer group. 

• Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.


Overview of Learning Activities

Learning activities may involve lectures, tutorial discussions, workshops, videos, entry into competitions, guest speakers and case study analysis. Through practical exercises you will be introduced to fundamental aspects of campaign development. The overall learning emphasis of tutorials is on the successful translation creative briefs into concepts and executions.

Weekly reading of prescribed texts is key for a full understanding of the subject matter, and regular participation in online activities is important.

Overview of Learning Resources

Lecture and tutorial notes, reading list, and other resources will be available online through Blackboard.
RMIT will provide you with resources and tools for learning in this course through online systems. All relevant course materials and lists of suggested reading will be made available to you. You will also be expected to make extensive use of the library resources.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities. The assessment components of this course may include class exercises and assessments completed in learner-directed time.
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program director or the Disability Liaison Unit if you would like to find out more.
An assessment charter ( summaries your responsibilities as an RMIT student as well as those of your teachers.
Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document:;ID+ln1kd66y87rc