This degree covers key communication and advertising skills from choice and integration of media to applied research knowledge into advertising practice and strategy.

Our students explore international advertising practices, taking into account intercultural diversity, emerging technologies and international advertising business environments. Such skills are a necessity for global brand management and communication strategies.

Professionals from academic and industry backgrounds combine teaching with their advertising expertise to engage with you throughout the learning and teaching process.

The lecturers will use a variety of contemporary face-to-face and online learning and teaching approaches which may include lectures, tutorials, workshops, seminars, case studies, studio practice, problem-based learning, reflective techniques (e.g. blogs, journals), presentations, group-based learning, discussions and negotiated learning for the individual professional research project.

Assessments are undertaken individually and/or in groups. The assessments will include a range of activities such as reports, reflective papers, research projects, portfolio production, presentations, peer or industry review. Research projects, reports and presentations will be directly related to industry specific needs and may involve making contact with industry practitioners regarding contemporary issues.

You will also work closely with students from other disciplines such as public relations, design, media, communication and journalism. This allows for a broader learning experience and understanding of multiple disciplines in the media and communication industries.

In Australia there are no professional bodies that recognise or accredit academic qualifications in advertising.

However, the RMIT Advertising degree has strong industry links to ensure the curriclum remains current and relevant to today’s diverse advertising requirements. Our Industry Advisory Committee (IAC) is made up of industry leaders from all advertising platforms and our academics have current and extensive advertising experience, locally and globally. RMIT Advertising also attracts senior industry professionals as sessional tutors and guest lecturers.

As part of their study in this degree, students apply advertising theory with practical research to develop real-life advertising campaigns from industry clients. Recent clients include Red Cross Blood Service, Metro Tunnel Project, and Bupa.

You will gain a global competence and outlook in your profession, enabling you to pursue roles both locally and internationally.

In previous years, students have had the opportunity to undertake international study tours in North America and the UK, where they and students from related discplines toured the University of Salford, the BBC studios, and several media and advertising agencies.

There are also opportunities for you to undertake a semester of study overseas through our exchange partnerships, undertake industry projects, as well as do an internship.

The knowledge and skills you will acquire throughout this degree and how they can be applied in your career are described in the learning outcomes.

The degree is professionally oriented, and key study topics and practice areas include:

• complex and integrated campaign management
• brand management
• account management
• account planning
• strategy planning
• agency management
• media planning
• collaborative teamwork
• project proposal and pitching
• design thinking
• value chain and proposition
• communication perspectives
• international advertising approaches.

Promotional activities and practices that are integrated in the degree are:

• commercial sponsorship
• sales promotion
• event management
• direct response
• digital, emerging and contemporary media
• consumer behaviour and audience analysis.

As well as the professional practice areas above, subjects are offered in the areas of public relations and communication practice, communication for social change, corporate writing and editing and leading change in media and communication.