Course Title: Advertising Campaign Strategy

Part A: Course Overview

Course Title: Advertising Campaign Strategy

Credit Points: 24


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2659

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 2 2015,
Sem 2 2016,
Sem 2 2017

Course Coordinator: David Fouvy

Course Coordinator Phone: +61 3 9925 2581

Course Coordinator Email: david.fouvy@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of COMM2661 Advertising Foundations.

OR

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: http://www.rmit.edu.au/browse;ID=x94or0ccuu7k 


Course Description

Great advertising is inspired by insights about consumers and brands and how the two interact. The process usually starts with a client problem and ends with a solution for consumers. The effectiveness of advertising also depends on the capability of agencies to develop and manage advertising for a range of media and maintain message “cut through” over time. This is the concept of “campaignability”. In this course we will examine international and local advertising campaigns and specifically campaigns that have built a strong brand relationship with consumers and achieved specific communication objectives. The role and function of strategic planners will be explored, including how they transform research data into strategic insights and then use these insights as the foundation for effective advertising campaigns. In this course you will be given the challenge of developing an advertising campaign in response to a client brief.
 


Objectives/Learning Outcomes/Capability Development

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

  • Critique alternative models of consumer behaviour.
  • Construct advertising strategies that connect brands with consumers and meet communication objectives.
  • Write insightful creative communication briefs that lead to effective and creative solutions.
  • Develop advertising campaigns, including message and media recommendations, that demonstrate how best to communicate to a designated international consumer audience.
  • Evaluate advertising campaigns in terms of their suitability to the original brief, advertising message, environment and target audience.


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

  • Critically analyse, synthesise and reflect on your discipline in both local and international contexts.
  • Demonstrate creativity, critical thinking and innovation when solving problems in diverse contexts within the discipline.
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.


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