Course Title: Advertising Theory and Practice

Part A: Course Overview

Course Title: Advertising Theory and Practice

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


City Campus


345H Media and Communication

Face-to-Face or Internet

Sem 2 2017

Course Coordinator: Dr LuKas Parker

Course Coordinator Phone: +61 3 9925 5007

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will examine the role of advertising as a marketing communication tool, and explore how individuals and organisations can succeed in this very competitive industry.

You will investigate communication and advertising theories, explore the processes involved in creating and evaluating advertising campaigns, and examine industry best practices globally. A focus of the course will also be exploration of various aspects of advertising industry practices such as the role of research, segmenting and targeting consumer audiences, and the creative process.

Objectives/Learning Outcomes/Capability Development

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

  • Acquire and apply knowledge of local and international perspectives and issues about contemporary advertising.
  • 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:

  • Examine and discuss advertising as a marketing communication method.
  • Compare alternative advertising theories in relation to global industry practice.
  • Interpret and apply advertising theory to the development of advertising messages.
  • Critically analyse the role of consumer behaviour in the development of advertising strategies.
  • Explain and apply the framework and techniques for evaluating advertising effectiveness for diverse audiences.

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