Advertising Theory And Practice - 2017

To enrol in this unit, you must be accepted into a course from the provider. Read before you start

Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 14 weeks
  • Government loans available: FEE-HELP
  • Availability for 2017: Sess 2
  • Assessment: Essay - Theory Review & Application (30%) , Presentation - Case Study Facilitation+report (30%) - Learn more

Unit provided by

2017 Fees
Domestic 2,640.00
International 2,890.00

In this unit you will examine the role of advertising as a marketing communication tool, and explore how individuals and organisations can succeed in this very competitive industry.

You will investigate communication and advertising theories, explore the processes involved in creating and evaluating advertising campaigns, and examine industry best practices globally. A focus of the unit will also be exploration of various aspects of advertising industry practices such as the role of research, segmenting and targeting consumer audiences, and the creative process.

In this unit you will develop the following program learning outcomes:

  1. Acquire and apply knowledge of local and international perspectives and issues about contemporary advertising
  2. Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions.

Upon successful completion of this unit, you will be able to:

  1. Examine and discuss advertising as a marketing communication method
  2. Compare alternative advertising theories in relation to global industry practice
  3. Interpret and apply advertising theory to the development of advertising messages
  4. Critically analyse the role of consumer behaviour in the development of advertising strategies
  5. Explain and apply the framework and techniques for evaluating advertising effectiveness for diverse audiences.
  • Essay — Theory Review & Application (30%)
  • Presentation — Case Study Facilitation+report (30%)
  • Report — Individual Report (40%)

This unit is for Master of Communication Design students only. If you want to take this unit as an elective you must contact RMIT for approval.

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1Week 1: Introduction: Integrated marketing communications
2Week 2: Establishing Objectives and Budget Setting
3Week 3: Perspectives on Consumer Behaviour
4Week 4: Brand Equity and Customer Loyalty
5Week 5: Creative Strategy: Planning and Development
6Week 6: Media Planning and Strategy
7Week 7: Media Continued: Direct Marketing, Internet and Sales Promotion
8Week 8: Public Relations, Publicity and Corporate Advertising
9Week 9: International Advertising and Sales Promotion
10Week 10: Measuring Effectiveness
11Week 11: Evaluating the Social, Economic and Ethical Aspects of Advertising
12Week 12: Unit review and Revision
13Week 13: Review
14Week 14: Review

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Glossary
  • Online assignment submission
  • Standard Media
  • Web links

Online materials

  • Audio/Video - Streaming
  • Printable format materials
  • Resources and Links

This unit is a core requirement in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.
This unit does not have a prescribed textbook(s).

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