MC249 - Master of Advertising

Plan: MC249 - Master of Advertising
Campus: City Campus

Program delivery and structure

Approach to learning and assessment
Work integrated learning
Program structure
Program transition plan

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Approach to learning and assessment

The program uses a variety of contemporary face to face and online learning and teaching approaches which may include lectures, tutorials, workshops, seminars, case studies, studio practice, problem-based learning, reflective techniques (e.g. blogs, journals), presentations, group-based learning, discussions and negotiated learning for the individual professional research project.

Assessment will include a range of activities such as reports, reflective papers, research projects, portfolio production, presentations, peer or industry review. Research projects, reports and presentations will be directly related to industry specific needs and may involve making contact with industry practitioners regarding contemporary issues.

Most of the assessment you undertake is ongoing throughout the semester and will be designed so that your lecturer can provide you with formative feedback on strengths and areas for improvement. This approach will enable you to improve on your performance during each course and in subsequent courses, as well as continue to refine capabilities for your future professional practice and learning after graduation.

The project in your final semester will be a capstone experience designed as a culmination of your learning throughout the program.

RMIT Advice

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 Manager or the Equitable Learning Services if you would like to find out more.

If you have already developed areas of skill and knowledge included in this program (for example, through prior studies or work experience), you can apply for credit once you have enrolled in this program. There is information on the RMIT University website about how to apply for Recognition of Prior Learning (RPL) https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit

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Work integrated learning

RMIT University is committed to providing you with an education that strongly links formal learning with professional or vocational practice. As a student enrolled in this RMIT University program you will:

• undertake and be assessed on structured activities that allow you to learn, apply and demonstrate your professional or vocational practice;
• interact with industry and community when undertaking these activities;
• complete these activities in real work contexts or situations; and in addition:

These interactions and the work contexts provide distinctive sources of feedback to you to assist your learning.

Any or all of these aspects of a WIL experience may be simulated.

The WIL nominated courses for this program are:

• COMM2677 Advertising Strategy (24cp)

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.

• GRAP2495 Professional Practice (24cp)

In this course you will have the opportunity to extend your professional practice knowledge and skills by working directly with industry. You will select one study option from a range of choices which may include a global intensive, a practice-based studio, an internship* or an industry project. 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.

Placement/Internship Option
In this program you have the option of undertaking a placement/internship in GRAP2495 Professional Practice. An agreement including schedule and relevant insurance documentation is required to be completed before commencing each placement/internship (local and international). International placements/internship must be registered and processed through RMIT Global Mobility. In the case where a placement ends early, please refer to Changes or Cancellation of WIL Activities in the WIL Guideline.

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Program Structure

To graduate you must complete the following. Please note, all courses may not be available each semester.
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Year One of Program
Complete the following Four (4) Courses:
Course Title Credit Points Course Code Campus People and Data 12 COMM2793 City Campus Advertising Strategy 24 COMM2677 City Campus Integrated Advertising Media 12 MKTG1187 City Campus Creative Advertising Campaigns 24 COMM2678 City Campus
AND
{
Select and Complete Two (2) Courses from the School Options list below to suit your area of professional interest.
OR
Select and Complete One (1) School Option Course AND One (1) Course from the Approved University Postgrad Elective list.
University Postgrad Elective
}
AND
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Year Two of Program
Complete the following Four (4) Courses:
Course Title Credit Points Course Code Campus Leading Change in Media and Communication 12 MKTG1183 City Campus Research Methods in Media and Communication 12 COMM2930 City Campus Professional Research Project (Advertising) 24 COMM2787 City Campus Professional Practice 24 GRAP2495 City Campus
AND
Select and Complete the following Course OR select and Complete One (1) School Option Course from the list below.
Course Title Credit Points Course Code Campus International Advertising 12 MKTG1184 City Campus
AND
Select and complete One (1) University Postgraduate Elective to suit your professional area of interest.
AND
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School Options
School Options
Course Title Credit Points Course Code Campus Change Communication 12 COMM2316 City Campus Communication for Social Change 12 COMM2083 City Campus Communication Management: Theory and Practice 12 COMM1123 City Campus Community and Civic Engagement 12 COMM2761 City Campus Corporate Writing and Editing 12 COMM2667 City Campus Ethics, Philosophy and Professional Communication 12 COMM2057 City Campus Financial Communication 12 COMM2668 City Campus Health Communication 12 COMM2806 City Campus International Media Collaboration 12 COMM2539 City Campus Political Communication 12 COMM2058 City Campus Professional Placement 12 COMM2807 City Campus Risk and Crisis Communication 12 COMM2318 City Campus Stakeholder Relations and Emergent Media 12 COMM1107 City Campus Wicked Problems: Innovative Solutions 12 SOCU2294 City Campus
University Postgrad Elective
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Program transition plan

The program structure of MC249 Master of Advertising has been amended and the following change applied in Semester 1, 2024:

• Replacement of COMM2669 Critical Enquiry in Media and Communication (24 credit points) with COMM2930 Research Methods in Media and Communication (12 credit points) and a 12-credit point Program Option.
• Addition of School Options courses

If you commenced the program prior to these changes, you will not be disadvantaged, and all approved courses undertaken previously will contribute toward your qualification. You will not be required to complete extra credit points or incur any extra costs because of these changes. Academic advice will be made available to you and an enrolment plan provided to you on request.

If you are undertaking a reduced load, are on Leave of Absence (LOA), or have deferred studies, you will not be disadvantaged by the change of program structure.

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