This course begins by examining the role of advertising as a marketing communication tool. You will investigate communication, consumer behaviour and advertising theories, explore advertising roles and organisational structures, and understand the processes involved in managing, creating and evaluating strategic advertising campaigns. A focus of this course will be on the function of strategy planning in an advertising context. You will explore the role of account planners and the nature of their relationship with clients, agency personnel and consumer research companies. You will develop a critical understanding of the theoretical frameworks, tools and processes involved in designing and managing advertising strategies for maximum effectiveness.

This is one of the designated Work Integrated Learning (WIL) courses for MC249 Master of Advertising and GD197 Graduate Diploma of Advertising. The course includes a work integrated learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.