Course Title: Advanced Creative Advertising

Part A: Course Overview

Course Title: Advanced Creative Advertising

Credit Points: 24.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2015,
Sem 1 2016,
Sem 1 2017,
Sem 1 2018,
Sem 1 2019,
Sem 1 2020

Course Coordinator: Ms Fiona Finn

Course Coordinator Phone: +61 3 9925 0187

Course Coordinator Email:

Course Coordinator Availability: Please email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of GRAP2319 Copywriting or GRAP2315 Art Direction.


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: Credit at RMIT

Course Description

This course prepares you for the challenging role of an art director or copywriter in the advertising industry. You will be given the opportunity to work in teams to participate in global student competitions and industry briefs – which will contribute to a portfolio ready for entry to industry. You will plan campaigns and brainstorm ideas to execute into well-crafted creative solutions across a range of media. You will be developing ideas that are practical, experimental and innovative. You will also reflect on the impact that developing technologies, globalisation and internationalisation have on your practice and will be expected to explore emerging opportunities in your work to develop cutting edge outcomes.

Objectives/Learning Outcomes/Capability Development

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

  • Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills.
  • Critically analyse, synthesise and reflect on your discipline in both local and international contexts.
  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline.

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

  • Think strategically and creatively as an advertising practitioner across all aspects of the creative process.
  • Critically analyse and respond to emergent global trends and issues in advertising.
  • Provide innovative and appropriate responses to creative briefs.
  • Execute and present creative work to a professional standard.
  • Reflect and provide feedback on the suitability and effectiveness of creative strategies for given briefs.

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 [discipline] 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