MKF3621 · Advertising management and campaigns

Overview

Do you want to understand the strategic and creative thinking needed to develop successful advertising like the memorable 'Happy Little Vegemite' campaign and Metro's viral sensation, 'Dumb Ways to Die'? If so, this unit is for you! In Advertising Management and Campaigns, you will utilise concepts of synergy and integration to design and execute a real world strategic advertising campaign, putting theory into practice. You also walk away with in-depth knowledge of the advertising industry and the relationships that exist within. With a priority on industry engagement, you will gain the skills and knowledge to confidently begin a career in the advertising industry.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. investigate the importance of synergy and integration within the advertising industry, in particular, the process and relationships between the client and its various agencies
2. analyse the effectiveness of strategic advertising campaigns to determine industry best practice
3. design and execute a strategic advertising campaign, integrating market research, media planning, and creative resources based on a brief from industry
4. apply the pitch process to present a persuasive advertising campaign to a professional client.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.