Course Title: Advertising Campaign Strategy
Part A: Course Overview
Course Title: Advertising Campaign Strategy
Credit Points: 24
345H Media and Communication
|Sem 2 2015,
Sem 2 2016,
Sem 2 2017,
Sem 2 2018,
Sem 2 2019,
Sem 2 2020
Course Coordinator: David Fouvy
Course Coordinator Phone: +61 3 9925 2581
Course Coordinator Email: email@example.com
Pre-requisite Courses and Assumed Knowledge and Capabilities
Required Prior Study
Successful completion of COMM2661 Advertising Foundations.
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: http://www.rmit.edu.au/browse;ID=x94or0ccuu7k
Great advertising is inspired by insights about consumers and brands and how the two interact. The process usually starts with a client problem and ends with a solution for consumers. The effectiveness of advertising also depends on the capability of agencies to develop and manage advertising for a range of media and maintain message “cut through” over time. This is the concept of “campaignability”. In this course we will examine international and local advertising campaigns and specifically campaigns that have built a strong brand relationship with consumers and achieved specific communication objectives. The role and function of strategic planners will be explored, including how they transform research data into strategic insights and then use these insights as the foundation for effective advertising campaigns. In this course you will be given the challenge of developing an advertising campaign in response to a client brief.
Objectives/Learning Outcomes/Capability Development
In this course you will develop the following program learning outcomes:
- Critically analyse, synthesise and reflect on your discipline in both local and international contexts.
- Demonstrate creativity, critical thinking and innovation when solving problems in diverse contexts within the discipline.
- Apply initiative and judgement in planning, problem solving and decision making in your practice or future study.
Upon successful completion of this course, you will be able to:
- Critique alternative models of consumer behaviour.
- Construct advertising strategies that connect brands with consumers and meet communication objectives.
- Write insightful creative communication briefs that lead to effective and creative solutions.
- Develop advertising campaigns, including message and media recommendations, that demonstrate how best to communicate to a designated international consumer audience.
- Evaluate advertising campaigns in terms of their suitability to the original brief, advertising message, environment and target audience.
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: http://rmit.libguides.com/advertising
The Library provides guides on academic referencing: http://www.rmit.edu.au/library/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. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.
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 Equitable Learning Services 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
Assessment 1: Individual Assignment – Campaign 1 [30% - Addressing CLO's: 1,2, 3 & 4]
Assessment 2: Group Assignment - Campaign 2 [30% - Addressing CLO's 1,2,3 & 4]
Assessment 3: Group Assignment – Campaign 3 [40% Addressing CLO's: 1,2,3,4,5]