Course Title: Integrated Advertising Media

Part A: Course Overview

Course Title: Integrated Advertising Media

Credit Points: 12.00


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

Course Coordinator: Dr Dooyeon Park

Course Coordinator Phone: +61 3 9925 3146

Course Coordinator Email:

Course Coordinator Availability: Please check with course coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Advertising uses media, both traditional and contemporary, to convey client messages to audiences. The range of media options is continually expanding with the growth of digital technology and social media; the challenge for advertising clients, planners, creatives and media professionals is to be aware of, and exploit, these opportunities.

The course is designed to give you insights into how the appropriate choice – and integration - of media can maximise the communication effect. You will critically examine media theories, and will investigate and interpret the media landscape and consumer trends, in order to determine the most effective means to reach your selected audience.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

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

  • Employ appropriate technical skills and theoretical knowledge to solve problems associated with creative work.
  • Effectively and professionally communicate your ideas to specialist and non-specialist audiences.
  • Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions. 

Upon successful completion of this course, you will be able to:• Analyse the theory, and emerging global trends, in media planning and buying.

  • Analyse the theory, and emerging global trends, in media planning and buying.
  • Identify and critically discuss the major participants in the media industry, their interests and relationships, including media planning and buying agencies, advertising agencies, clients and consumers.
  • Develop and justify an integrated media strategy that addresses communication objectives, target audience insights and client expectations

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

The Library provides guides on academic referencing: 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. 

Assessment Tasks 

Assessment Task 1: Media insights, 30%, CLO 1 & 2 

Assessment Task 2: Digital medial project, 30%, CLO 2& 3 

Assessment Task 3: Integrated media strategy, 40% CLO 1,2 &3 

Feedback will be given on all assessment tasks. 

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

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.