Course Title: Managing Advertising: Agency and Client Approaches

Part A: Course Overview

Course Title: Managing Advertising: Agency and Client Approaches

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 2017,
Sem 2 2017

Course Coordinator: Dr David Fouvy

Course Coordinator Phone: +61 3 9925 2581

Course Coordinator Email:

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will develop the knowledge and skills to manage professional relationships in advertising, either within advertising agencies or between agencies and their clients. You will investigate the advertising industry, advertising roles and alternative organisational structures. In this context, a focus of the course will be on leadership, team-work and how to create high performing teams.

In the advertising industry, effective negotiation skills are essential to be able to manage the needs and expectations of multiple stakeholders, so in this course you will develop your negotiation knowledge and skills. You will also investigate legal and ethical considerations and their impact on managing the advertising process.

Objectives/Learning Outcomes/Capability Development

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.
  • Acquire and apply knowledge of local and international perspectives and issues about contemporary advertising.
  • Critically reflect on your own work to demonstrate autonomy, good judgment and ethical responsibility.

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

  • Analyse and interpret the dynamics of professional advertising relationships within larger marketing and business contexts.
  • Critically discuss the theory and practice relevant to managing the advertising process.
  • Examine global industry practice, and propose and evaluate alternative solutions to advertising management problems.
  • Discuss and apply the skills and theory of negotiation in an advertising context.
  • Critique and apply relevant advertising theory to advertising leadership and management practice.

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: 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.

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 the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment