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ADVT71-102: Advertising Masterclass

Description

In this subject, you are introduced to current industry trends and issues facing brands, marketing departments and advertising agencies today. It explores advertising as a form of brand-driven promotional communication by examining a range of theories and practical tools used in the context of commercially-driven customer engagement. It also considers advertising in the context of ‘brand activism’ and social marketing, which aims to deliver goods, ideas and services for positive social outcomes. You will learn how to formulate effective, engaging brand communication based on insights into human behaviour and behaviour change as well as an understanding of the measures employed in auditing the performance of these promotional campaigns and programs. The subject will also address critical perspectives and ethical issues arising from this increasing entanglement of commercial interests and the social good and prepare you for further studies in this area.

Subject details

Type: Postgraduate Subject
Code: ADVT71-102
EFTSL: 0.125
Faculty: Faculty of Society and Design
Semesters offered:
  • May 2022 [Standard Offering]
Credit: 10
Study areas:
  • Communication, Film, and Creative Media
Subject fees:
  • Commencing in 2021: $3,760.00
  • Commencing in 2022: $3,800.00
  • Commencing in 2023: $3,900.00
  • Commencing in 2021: $4,040.00
  • Commencing in 2022: $4,040.00
  • Commencing in 2023: $4,150.00

Learning objectives

1. Describe and explain the dynamics of the advertising industry and the role of advertising in the overall process of integrated marketing communications. 1. Describe and explain the dynamics of the advertising industry and the role of advertising in the overall process of integrated marketing communications. 2. Explain and critique current and advanced theories of advertising, branding, and consumer decision-making. 2. Explain and critique current and advanced theories of advertising, branding, and consumer decision-making. 3. Practically apply these theories, concepts as well as creative imagination by developing an advertising campaign concept based on a client brief. 3. Practically apply these theories, concepts as well as creative imagination by developing an advertising campaign concept based on a client brief. 4. Consider and critically evaluate advertising practices in relation to regulatory codes as well as in terms of their impact on broader social, ethical and cultural norms, issues and obligations. 4. Consider and critically evaluate advertising practices in relation to regulatory codes as well as in terms of their impact on broader social, ethical and cultural norms, issues and obligations.

Enrolment requirements

Requisites:

Nil

Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Restrictions:

Subject dates

  • Standard Offering
    Enrolment opens: 20/03/2022
    Semester start: 16/05/2022
    Subject start: 16/05/2022
    Cancellation 1: 30/05/2022
    Cancellation 2: 06/06/2022
    Last enrolment: 29/05/2022
    Withdraw - Financial: 11/06/2022
    Withdraw - Academic: 02/07/2022
    Teaching census: 10/06/2022
Standard Offering
Enrolment opens: 20/03/2022
Semester start: 16/05/2022
Subject start: 16/05/2022
Cancellation 1: 30/05/2022
Cancellation 2: 06/06/2022
Last enrolment: 29/05/2022
Withdraw - Financial: 11/06/2022
Withdraw - Academic: 02/07/2022
Teaching census: 10/06/2022