Course Title: Advertising Media

Part A: Course Overview

Course Title: Advertising Media

Credit Points: 12


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

GRAP2369

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 2 2006,
Sem 2 2008,
Sem 1 2009

GRAP2369

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,
Sem 1 2015,
Sem 2 2015,
Sem 2 2016,
Sem 2 2017

GRAP2400

Hong Kong Management Associatn

Undergraduate

335H Applied Communication

Face-to-Face

Offsh 1 09

GRAP2413

RMIT University Vietnam

Undergraduate

335H Applied Communication

Face-to-Face

Viet2 2009,
Viet3 2009

GRAP2413

RMIT University Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015

GRAP2597

Melbourne transfer to Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

Sem 1 2015,
Sem 2 2015

Course Coordinator: Dr. Lukas Parker

Course Coordinator Phone: +61 3 9925 5007

Course Coordinator Email: lukas.parker@rmit.edu.au

Course Coordinator Availability: email for an appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

The emergence and growth of digital technology and social media has created many more media options for advertisers and their agencies to get their messages into the market place. Advertising planners, creatives and media professionals need to be aware of, and responsive to, the opportunities they present and the limitations of each. They include broadcast media, print and digital media, as well as ‘non-traditional’ media such as ambient, point-of-purchase, product placement, guerrilla marketing and social media.

The course is designed to develop an insight into how the appropriate choice of media can maximise the communication effect whilst examining the tools and media theories available to assist with this. It will build your ability to research and identify traditional and emerging media as a way of reaching consumers.

Through research and interpretation of the current media landscape, you will use critical thinking to assess the most effective ways of using media to advertise.


Objectives/Learning Outcomes/Capability Development

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

  • Discuss the theory, and emerging global trends, in media planning and buying.
  • Identify and evaluate links between effective media planning and buying and overall communication of a marketing objective.
  • Discuss the major participants in the media industry and the roles they play in media planning and buying agencies, advertising agencies and client organisations.
  • Design and develop media campaigns with consideration given to the advertising task, suitability to the advertising message, environment and target audience.


In this course you will develop the following program learning outcomes:

  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline.
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.
     


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.
 


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising

The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.
 


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

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 coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment Policy