Advertising in the 21st Century

ADV80001 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent
     

On-campus unit delivery combines face-to-face and digital learning.

2023 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
31 Jul 23 - 29 Oct 23

Results:
5 Dec 23

Last self enrolment:
13 Aug 23

Census:
31 Aug 23

Last withdraw without fail:
15 Sep 23


Prerequisites

Admission to MA-MCO Master of Communication

Aims and objectives

This unit introduces students to the key principles and practices of advertising in a dynamic industry context. Graduates will be equipped to understand the key issues affecting advertising in the 21st Century and apply this to inform communications planning, management, implementation and evaluation.


Unit Learning Outcomes
 
On successful completion of this unit students will be able to:

1. Identify and evaluate the key concepts of advertising theory and how they have evolved in new media landscape.
2. Critically analyse communications practices and models related to consumer behaviour, media metrics and strategy.
3. Apply key advertising concepts to the implementation of consumer and brand research designed to inform strategic communications.
4. Develop a strategic communications campaign based on research findings, key media audience metrics and professional reflection techniques.

Courses with unit

Master of Media and Communication