Course Title: Creative Advertising Campaigns

Part A: Course Overview

Course Title: Creative Advertising Campaigns

Credit Points: 24.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2678

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

 Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 2 2017,
Sem 2 2018,
Sem 2 2019,
Sem 2 2020,
Sem 2 2022,
Sem 2 2023

Course Coordinator: Michelle Aung Thin

Course Coordinator Phone: N/A

Course Coordinator Email: michelle.aungthin@rmit.edu.au

Course Coordinator Location: Building 9,

Course Coordinator Availability: By arrangement- please contact the course coordinator


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

In this course you will investigate issues and theory associated with creativity in advertising, exploring the process of generating advertising campaigns, from the development of creative strategy, to brainstorming ideas and evaluation of creative outputs.

Developing your own advertising campaign, you will gain an appreciation and a vocabulary to effectively manage and harness creativity in professional settings.

In addition, you will develop the capacity to contextualise advertising practices within developing technologies as well as globalised and local cultures.


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

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

  • Interpret and justify concepts and principles of advertising and apply advertising theory and professional practice or scholarship.
  • Employ appropriate technical skills and theoretical knowledge to solve problems associated with creative work.
  • Work collaboratively to plan and produce advertising projects.
  • Critically reflect on your work to demonstrate autonomy, good judgement and ethical responsibility.


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

  1. Identify and evaluate links between effective creative content and advertising strategy.
  2. Examine creative approaches to advertising within global markets.
  3. Interpret and apply creative theory in the development of coherent and compelling advertising messages.
  4. Critically analyse the requirements for client products or services and develop appropriate advertising campaign solutions.
  5. Collaboratively design, develop and present campaign recommendations.


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

Task 1- Individual Written Task (30%) Individual - This assessment tasks addresses the following Course Learning Outcomes:1,2

Task 2 - Creative Exercises Portfolio (30%)  Individual - This assessment tasks addresses the following Course Learning Outcomes:3

Task 3 - Advertising Campaign (40%) Group - This assessment tasks addresses the following Course Learning Outcomes:4,5