Course Title: Advertising Strategy

Part A: Course Overview

Course Title: Advertising Strategy

Credit Points: 24


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


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


Course Description

In this course you will examine theories of consumer behaviour and strategic planning within advertising agencies and independent consultancies. You will identify the role of account planners and the nature of their relationship with clients, agency personnel and consumer research companies. You will also explore advertising strategy planning tools and how to develop insights from consumer information.

The focus of the course is on developing a critical understanding of the theoretical frameworks, roles and processes involved in designing advertising strategies.

Objectives/Learning Outcomes/Capability Development


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

  • Critically discuss theories of consumer behaviour and the use of consumer research for decision-making within the advertising strategy development process.
  • Analyse consumer insights and develop advertising strategies to address communication problems.
  • Formulate advertising briefs based on various theoretical models of consumer insights and strategy planning approaches.
  • Collaborate with researchers, clients and creative professionals in the development of advertising strategies.
  • Reflect upon the strengths and weaknesses of advertising strategies and recommend possible improvements.

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

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 Equitable Learning Services 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 and exams.