Course Title: Advertising Professional Practice II

Part A: Course Overview

Course Title: Advertising Professional Practice II

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2319

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 1 2006,
Sem 1 2007,
Sem 1 2008

GRAP2414

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 1 2009

GRAP2414

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 1 2010,
Sem 1 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014

Course Coordinator: Kerin Elsum

Course Coordinator Phone: +61 3 9925 2346

Course Coordinator Email:kerin.elsum@rmit.edu.au

Course Coordinator Location: Building 9, Level 5, Room 16

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Successful completion of GRAP2415 (or equivalent)


Course Description

Professional Practice 2 builds on the skills and knowledge already gained in the program, particularly through Professional Practice 1. A key component of this course is industry involvement, in particular the opportunity to engage with agencies on live briefs and in global and local industry competitions as part of the assessment. You will be expected to plan, prepare, organize and manage advertising solutions for a set or negotiated projects through to presentation. You will analyse this process in its entirety and the roles people play in the production of advertising and the complex relationship between the roles of stakeholders in the process. This will enable you to develop appropriate strategies to effectively manage the process in an agency or communications company.
This course complies to the RMIT Work Integrated Learning Policy in developing graduates who are work and industry ready through the experience of the workplace.


Objectives/Learning Outcomes/Capability Development

The following program capabilities will be assessed in this course: 
•Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting)
•Identify and monitor key social, ethical and regulatory issues and critically analyse the implications for advertising practice
•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:

  • Research and prepare an advertising project, plan and conduct effective meetings, write reports and proposals, and create and perform professional presentations
  • Identify significant changes in technology and society, which affect agency practice and recommend a process to manage this change
  • Identify and engage in best practice as appropriate to the Advertising profession
  • Engage with other inter-disciplinary practitioners on a professional level
  • Co-operate with a team in developing creative solutions to a problem in a timely manner


Overview of Learning Activities

Learning activities may involve lectures, tutorial discussions, seminar presentations, team projects, individual and group consultations, videos, entry into competitions, guest speakers and case study analysis. You will examine the roles of both service provider and client and investigate how commercial relationships work in the local and global context. You will learn how to effectively manage relationships with the individual client team members – brand and marketing managers - and communications team members - strategy planners, account directors, creatives, public relations and media planners. Creative, managerial, strategic, and ethical issues facing account managers today are explored through the critical analysis of existing campaigns. Peer review is a key learning activity. Evaluating the work of others helps sharpen critical, analytical and communication skills. You are also encouraged to read relevant articles found in periodicals, journals and newspapers and bring them to class. You will be encouraged to apply your creativity and imagination and develop ideas that are practical, experimental and innovative.


Overview of Learning Resources

There is no prescribed text for this course. Lecture notes, reading lists, and other resources will be available on the course Blackboard site. You will also be required to use other sources of information such as library resources and on-line databases. 


Overview of Assessment

Assessment components consist of project work and presentations.