Course Title: Advertising Strategy

Part A: Course Overview

Course Title: Advertising Strategy

Credit Points: 24

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2677

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

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: julie.bilby@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: Please check with course coordinator


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

This course begins by examining the role of advertising as a marketing communication tool. You will investigate communication, consumer behaviour and advertising theories, explore advertising roles and organisational structures, and understand the processes involved in managing, creating and evaluating strategic advertising campaigns. A focus of this course will be on the function of strategy planning in an advertising context. You will explore the role of account planners and the nature of their relationship with clients, agency personnel and consumer research companies. You will develop a critical understanding of the theoretical frameworks, tools and processes involved in designing and managing advertising strategies for maximum effectiveness.

This is one of the designated Work Integrated Learning (WIL) courses for MC249 Master of Advertising and GD197 Graduate Diploma of Advertising. The 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

COURSE LEARNING OUTCOMES


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

  • Examine the role of advertising within marketing communications; compare and discuss advertising theory and practice in the context of global industry practice.
  • Analyse and interpret the dynamics of professional advertising relationships within larger marketing and business contexts; apply relevant advertising theory to advertising leadership and management practice.
  • Critically discuss theories of consumer behaviour and the use of consumer research for decision-making within the advertising strategy development process.
  • Investigate and apply advertising strategy planning tools to extract key findings from consumer research; use these insights to develop appropriate advertising strategies that respond to a communications brief.
  • Analyse and evaluate the effectiveness of local and global advertising strategies.


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/media-and-communication.

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.

Feedback will be given on all assessment tasks.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment Policy

 

Assessment Tasks

Assessment task 1 (25%) Advertising theory in practice – individual

This assessment tasks addresses the following program and course learning outcomes:

  • Examine the role of advertising within marketing communications; compare and discuss advertising theory
    and practice in the context of global industry practice.
  • Analyse and interpret the dynamics of professional advertising relationships within larger marketing and business contexts; apply relevant advertising theory to advertising leadership and management practice.

Assessment task 2 (25%) Strategy assignment – individual

This assessment tasks addresses the following program and course learning outcomes:

  • Critically discuss theories of consumer behaviour and the use of consumer research for decision-making within the advertising strategy development process.
  • Analyse and evaluate the effectiveness of local and global advertising strategies.

Assessment task 3 (50%) Pitch and presentation – group

This assessment tasks addresses the following program and course learning outcomes:

  • Investigate and apply advertising strategy planning tools to extract key findings from consumer research; use these insights to develop appropriate advertising strategies that respond to a communications brief.