Course Title: Digital Creative Direction

Part A: Course Overview

Course Title: Digital Creative Direction

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


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: Shelley Kirby

Course Coordinator Phone: 9925 2476

Course Coordinator

Course Coordinator Location: Building 9 level 5

Course Coordinator Availability: by appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Successful completion of COMM2332 Advanced Copy Writing OR GRAP2368 Advanced Art Direction
Intermediate software knowledge – Adobe CS4 Suite

Course Description

This course is designed to develop an understanding of Digital Media Management (DMM) concepts, and digital tools, and techniques as they relate to advertising. They include: consumer response mechanisms that make significant use of digital media such as TV, mobile, environmental communication and the Internet. You will develop skills in effective digital creative direction and knowledge in the practices and principles involved in production management. Developments in technology are continuously redefining creative practice and you will develop a critical understanding of the skills and attributes necessary to implement new procedures and technologies intended to meet the changing demands of consumers in the global digital environment/climate/marketplace. An experimental, explorative and collaborative approach to digital media production will be reinforced through group assignments. 

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):

1. Identify, and respond appropriately to, emergent global trends and issues as they impact on the advertising industry
2. Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting)


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

* Recognise and evaluate the online marketing environment as it applies to advertising.
* Recognise and plan for the capabilities of equipment, technology and relevant software packages available in the production of work.
* Evaluate and identify the digital consumer and how they use and interact with technology and behave in an online environment.
* Assess agency and production terminology, processes and supplier capabilities.
* Demonstrate knowledge of available media and how to best communicate to a particular consumer group.
* Formulate focused, creative and practical solutions to digital communications problems in different delivery modes
* Identify and evaluate digital media options and integrate them into a larger media strategy
* Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.

Overview of Learning Activities

Your learning experiences may include seminars, interactive tutorials and group based activities. You will have the opportunity to study the theories underpinning this course and explore key concepts through exercises and discussion. There will be both individual and group exercises to further develop ideas based in classes. Local and international advertising examples may be presented and discussed. Self-directed learning (outside class hours) is also an important component for the successful achievement of the objectives of this course. Online resources and activities will also play a part in this course.

Overview of Learning Resources

Seminar 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