Course Title: Develop an advertising strategy and brief

Part A: Course Overview

Program: C6091

Course Title: Develop an advertising strategy and brief

Portfolio: BUS

Nominal Hours: 60.0

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T TAFE Business

Face-to-Face or Internet

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Course Description

Develop An Advertising Strategy and Brief is about how the advertising industry determines advertiser requirements, through developing a well thought through communications brief, then a creative brief that stimulates and guides writers, art directors and account service people in developing advertising messages to target markets effecting a positive response.
The series of briefs leading up to actually devising images, words and copy that form advertisements, disciplines thinking so that the final message is aimed at the right people in a format that is going to attract their attention. This stage is the platform for the development of ‘big ideas’ in advertising – what consumers hear, read and see that grabs their attention – in fact the creative device that communicates the message.
In short, the course explores both elements in the creative concept development stage:
• Writing a client brief from a marketing plan
• Writing a creative brief
• Working with writers and art directors
• Brainstorming for breakthrough images and copy
• Incorporating creative ideas across various mediums
• Evaluating the value of an integrated communication approach
• Writing creative rationales
• Developing a concept to presentation stage
• How to present to a client

If you are undertaking this course in Melbourne from semester 2, 2012 onward your class will be held in a device-equipped teaching space. Each student group will have access to a laptop. It is however recommended that you have access to a mobile computing device to allow greater flexibility in terms of where you can work on campus both in and outside class times.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBADV512A Develop an advertising strategy and brief


1. Determine advertiser requirements

2. Develop an Advertising Brief

3. Develop an advertising strategy

4. Develop an advertising strategy and brief


Learning Outcomes

This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.

Class time provides an opportunity to develop skills and apply theory to real life situations. The learning activities students will take part in are:
• Class discussion
• Collaborative classroom activities
• Peer interaction
• Accessing materials on line 

Overview of Assessment

The student must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods and may include:

• direct observation of actual and simulated work practice
• oral or written questioning
• tests
• assignments and projects
• presentation of a portfolio of evidence which may compromise documents, and/or photographs and/or video and audio files
• review of products produced through work-based or course activities
• third-party feedback from a work supervisor/employer