Overview

This unit introduces students to advanced advertising practice, applied to the development and implementation of advertising campaigns. It aims to provide graduates with appropriate knowledge and competence in researching, planning, implementing and evaluating advertising campaigns whether for corporations, non-profit organisations or government agencies and departments.

Requisites

Prerequisites
ADV10001 Principles of Advertising

Rules

Pre-requisite
ADV10001 Principles of Advertising
AND
50 Credit Points of Level 2 Units

Equivalent units
ADV30002 Advertising Management and Campaigns Project

Equivalent
ADV330(C) - Advertising Management and Campaigns Project; LCA330 - Advertising Management and Campaigns Project

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Analyse critically a given advertising issue from many perspectives
  • Evaluate and set realistic communication and media objectives, campaign strategies and expectations and performance within budgetary guidelines
  • Synthesise and apply objectives and strategies to targeted groups efficiently and effectively
  • Analyse and evaluate critically the comprehensive procedures involved in an advertising campaign
  • Work collaboratively to produce a report and presentation to solve a communications problem for an industry partner
  • Identify and promote consistently good advertising practices

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Specified Activities
Various		3.00 12 weeks 36
Unspecified Activities
Various		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 20% 2,3,4,5,6 
Class Exercise PortfolioIndividual 20% 1,2,3,4,5,6 
Major AssignmentGroup 60% 2,3,4,5,6 

Content

  • Developmental research
  • Communication strategy development
  • Development of briefs
  • Developing and refining campaign materials and strategies
  • Booking media space
  • Benchmark research
  • Campaign review
  • Campaign implementation and tracking
  • Campaign evaluation

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.