Course Title: Advertising Capstone

Part A: Course Overview

Course Title: Advertising Capstone

Credit Points: 24


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2660

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 2 2015,
Sem 2 2016

Course Coordinator: Peter Sorenson

Course Coordinator Phone: +61 3 9925 1022

Course Coordinator Email: peter.sorenson@rmit.edu.au

Course Coordinator Location: 9.5.18


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of COMM2664 Advanced Creative Advertising.

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: Credti at RMIT


Course Description

Through this capstone course you will showcase the knowledge and skills you have acquired throughout the program, and prepare to launch into professional practice or future study. You will propose and work on a project of your choice (individually or collaboratively), or have the chance to participate in an internship* (local or international). Either way you will work closely with, and receive valuable feedback from, industry partners in this work-integrated learning course. You will get a real taste of life in industry as you work with advertising mentors and RMIT staff to develop your folio, CV, presentation and networking skills. The course culminates in ‘Pitch Night’ where you will present yourself and your folio to key industry people.

This is the designated Work Integrated Learning (WIL) course for BP219 Bachelor of Communications (Advertising). 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.

*A WIL agreement including schedule and relevant insurance documentation is required to be completed before commencing each placement (local and international). International placements 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.
 


Objectives/Learning Outcomes/Capability Development

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

  • Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills .
  • Apply a body of theoretical and practical knowledge and specific skills in your discipline in which to base your professional practice or future study.
  • Critically analyse, synthesise and reflect on your discipline in both local and international contexts.
  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline.
  • Communicate using diverse formats and strategies to audiences within and external to your discipline.
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.


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

  • Critically analyse advertising, consumer behaviour and creativity theory in setting, and responding to, real-world communication objectives.
  • Develop high-level creative and strategic solutions to communication problems and opportunities as a response to a client’s business objective.
  • Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.
  • Produce a portfolio of work that showcases creative and strategic skills to a professional standard.
  • Reflect on your own practice and the feedback you receive from others.


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.

You can expect to receive industry/community feedback.


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