Course Title: Professional Practice

Part A: Course Overview

Course Title: Professional Practice

Credit Points: 24


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2012,
Sem 2 2012


City Campus


345H Media and Communication

Face-to-Face or Internet

Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017

Course Coordinator: Dr Julie Bilby

Course Coordinator Phone: +61 3 9925 0883

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Prerequisites - None

It is recommended that you should have completed all of the Year One courses in your program before you commence this course.


Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information: Credit at RMIT

Pre & Co requisites

Note it is a condition of enrolment at RMIT that you accept responsibility for ensuring that you have completed the prerequisite/s and agree to concurrently enrol in co-requisite courses before enrolling in a course.

For your information the RMIT Course Requisites policy can be found at:;ID=twx09y07zi1c

Course Description

In this course you will have the opportunity to extend your professional practice knowledge and skills by working directly with industry. This may be achieved by choosing one of three study options. The first option is an international study tour; the second is an internship*; and the third is an industry project. Your choice of option must be negotiated and agreed to by your lecturer.

*An agreement including schedule and relevant insurance documentation is required to be completed before commencing each placement/internship (local and international). International placements/internships must be registered and processed through RMIT Education Abroad. In the case where a placement ends early, please refer to 6. Early Termination of Placements in the Work Integrated Learning Procedure.

This a designated Work Integrated Learning (WIL) course for MC080 Master of Communication and MC184 Master of Communication Design. This course includes a work integrated learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.

Objectives/Learning Outcomes/Capability Development

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

  • Determine and apply the specialist knowledge and technical skills required to creatively solve problems, demonstrating expert judgment and ethical responsibility relating to advertising and communications.
  • Critically analyse, synthesise and reflect on complex theories and recent developments, both local and international, to extend and challenge knowledge and practice in advertising and communication.
  • Professionally communicate propositions, processes and outcomes to address specialist and non-specialist audiences.
  • Provide leadership within your discipline as well as collaborate with others.

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

  • Critically analyse and discuss key characteristics and emerging issues of global practice in media and communication contexts.
  • Plan, develop and manage projects to meet client objectives, working collaboratively to achieve organisational and personal goals.
  • Evaluate and present project outcomes to relevant stakeholders and recommend future possibilities.
  • Reflect upon your personal and professional learning and critically analyse your contribution to the professional setting, making connections between academic knowledge and skills and practical applications.

Overview of Learning Activities

The format is based on a self-directed learning process. Your lecturer acts as facilitator, helping to guide you with appropriate resources and advice.

The Study Tour option will be organised by RMIT and if you undertake the study tour, all cost will be at your own expense.

For internships or industry projects you must organise and manage your own project or placement in consultation with your lecturer.

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

The Library provides guides on academic 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.

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