Advertising Management and Campaigns Project
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
Rules
Pre-requisite
ADV10001 Principles of Advertising
AND
50 Credit points of Level 2 Units
Equivalent
ADV330(C) - Advertising Management and Campaigns Project (Discontinued) and LCA330 - Advertising Management and Campaigns Project (Discontinued)
27-October-2024
05-October-2025
02-November-2025
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
- Organise information into a uniform client report and presentation
- Identify and promote consistently good advertising practices
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 3.00 | 12 weeks | 36 |
| Unspecified Activities Independent Learning | 6.50 | 12 weeks | 78 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Learning activities | 3.00 | 12 weeks | 36 |
| Online Directed Online Learning and Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 20% | 2,3,4,5,6 |
| Class Exercise Portfolio | Individual | 20% | 1,2,3,4,5,6 |
| Major Assignment | Group | 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.