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ADVT71-102: Advertising Masterclass May 2022 [Standard]

General information

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.


Academic unit:Faculty of Society & Design
Subject code:ADVT71-102
Subject title:Advertising Masterclass
Subject level:Postgraduate
Semester/Year:May 2022
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 36) - Weekly seminar
  • Personal Study Hours: x12 (Total hours: 84) - Recommended study hours


Prescribed resources:
  • Rory Sutherland (2019). Alchemy: The Surprising Power of Ideas That Don't Make Sense.. W H Allen , 384.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  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.
  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.


Assessment details

TypeTask%Timing*Outcomes assessed
Student Engagement Class leadership on weekly topic and participation in class discussions. 20% Progressive 1, 3, 4.
Assignment § Campaign Pitch 40% Week 12 1, 2, 3, 4.
Written Report Individual Project related to subject content and individual career aspirations. Topic to be approved by subject coordinator. 40% To Be Negotiated 1, 3.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

What is advertising, actually? Key moments in the history of advertising - and why they still matter.

1, 2.

What are current industry trends? How are advertising agencies adapting the changing media environment? And what are the different roles in advertising agencies?


What makes a brand a 'brand'? Key theories and concepts of branding.

2, 4.

How to approach promotional communication strategically.

1, 2.

Understanding different theories and concepts of human behaviour and decision-making in the context of promotional communication.

1, 2, 4.

How to develop a message strategy and turn it into a comprehensive promotional campaign.

1, 2.

How to get ideas. Exploring visual creativity for print media.


Key principles of emotional storytelling for broadcast and interactive advertising.

2, 3.

Key concepts of effective media planning. Types, advantages and disadvantages of different media.

1, 2.

What are the rules advertisers have to follow? And what are important ethical considerations related to the practice of advertising?

1, 4.

Time for you to work on your advertising campaign project.

2, 3, 4.

Campaign presentations.

Approved on: Mar 9, 2022. Edition: 5.2