Course Title: Advertising Foundations

Part A: Course Overview

Course Title: Advertising Foundations

Credit Points: 24


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2015,
Sem 1 2016,
Sem 1 2018,
Sem 1 2019,
Sem 1 2020

Course Coordinator: Mr John Dingeldei

Course Coordinator Phone: +61 3 9925 7870

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 4

Course Coordinator Availability: Please email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course introduces you to the theory and practice of the creative advertising industry and its place within a broader communication and historical context. You will examine global advertising practice and processes: advertising agencies, professional roles, clients, target audiences, media, and theories and practices of creativity. You will evaluate and practise creative theory, production techniques, formats and processes used by art directors and copywriters to develop idea-based solutions to communication problems and opportunities.

Objectives/Learning Outcomes/Capability Development

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

  • Apply a body of theoretical and practical knowledge and specific skills in your discipline in which to base your professional practice or future study.
  • Critically analyse, synthesise and reflect on your discipline in both local and international contexts.
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.

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

  • Identify and analyse the principles, practices and technologies involved in the creation, production and evaluation of advertisements.
  • Explain the role of art director, copywriter and other key disciplines, producing work following the key stages of the creative development process.
  • Identify and discuss key social, ethical and regulatory issues and the implications for advertising practice.
  • Conduct and analyse consumer research to provide insights and inform creative and media strategy.
  • Apply and evaluate creative concepts in relation to creative briefs in advertising.

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. 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