Course Title: Advertising Campaigns

Part A: Course Overview

Course Title: Advertising Campaigns

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015

Course Coordinator: Dr. Emsie Arnoldi

Course Coordinator Phone: +61 3 9925 3623

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of MKTG1189 Creativity in Advertising.


Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information:;ID=x94or0ccuu7k

Course Description

This course gives a unique opportunity to put into practice advertising theories related to marketing, management, strategic thinking, creative thinking, and media planning, and any other knowledge learned in previous courses. It takes the form of a supervised practicum in teamwork and managing time are continuously reflected upon. Projects undertaken in this course emulate real world practices and conditions, enabling an industry-relevant learning experience. By the end of this course you will have led a particular role in the generation of two comprehensive advertising campaigns, one targeting consumers, the other targeting businesses. This is a required course for the Graduate Certificate, Graduate Diploma and Master of Advertising.

This is the designated Work Integrated Learning (WIL) course for GD130 Graduate Diploma in Advertising and MC130 Master of Advertising. 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.

Objectives/Learning Outcomes/Capability Development

You will be assessed on your development of the following graduate capabilities in this course:

* conduct and/or use research, critically evaluating its significance for decision-making within a global communication and convergent media context
* evaluate and apply theories, in order to devise and present advertising communication strategies and solutions based on market sectors and industry trends
* solve advertising and marketing communications problems for successful outcomes, both individually and as a collaborative interdisciplinary team member
* critically analyse and respond to sustainable, social, technological, historical and economic change affecting and influencing the advertising and marketing communications industry
* reflect on your own and others’ practice, in relation to change, professional responsibilities, and theoretical perspectives of advertising strategy
* communicate knowledge through situating practice in the context of the literature and best practice
* develop your leadership knowledge and skills for contemporary and emerging advertising practices

On successful completion of this course you will be able to:

* Organise major advertising campaigns integrated with other marketing communication tools.
* Establish appropriate objectives for such integrated campaigns, and for their individual components.
* Plan and execute complex campaigns involving brand development or attitude change.
* Manage the input of research information, media planning and creative resources to efficiently execute a finished campaign.
* Demonstrate the ability of the campaign to meet its pre-determined objectives.
* Develop and present the campaign recommendations to the others in the group in a professional manner.

Overview of Learning Activities

You will be participating in a weekly ‘traffic meeting’ to organise briefings, monitor campaign development and coordinate presentations.

Your presentations will take place in this forum.

The majority of the class time will take the form of workshops in which campaign teams work actively with recourse to staff for support and redirection as necessary.

Overview of Learning Resources

No specific texts are required for this practicum. Significant online resources are provided.

Overview of Assessment

You will take briefs from two clients and prepare entire campaigns. It will involve concept generation, presentations and group submissions. This includes usually group work on a business to business campaign and also a business to consumer campaign. Additionally, there will also be an individual assessment requirement of an agency performance evaluation.