ADV314 Professional Advertising Practice (16)
CSU Discipline Area: Communication (COMUN)
Duration: One session
Abstract:
Students work in teams to develop marketing communication campaigns. They adopt roles such as team leader/account director, strategy planner, media director, art director, copywriter and producer, and apply the skills they have learnt in the previous 5 sessions. Students are encouraged to apply professional practice to the development of campaigns that are designed to go to market. In effect, this is a full semester on-campus internship in the student agency Kajulu Communications.
+ Subject Availability Modes and Locations
| Session 2 | |
|---|---|
| Internal | Bathurst |
Continuing students should consult the SAL for current offering details: ADV314
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
As a final year capstone subject for the two core courses served, enrolment is restricted to students who have completed all core advertising subjects in the course.
Objectives:
Upon successful completion of this subject, students should:
- be able to develop and present, to an industry-professional standard, a fully integrated marketing communications campaign that is ready to go to market.
- be able to have a practical knowledge of and experience in the day to day operations of a marketing communications or media agency.
Syllabus:
The subject will cover the following topics:
Practical issues and application in a marketing communictions agency. Specifically:
- Advertising and consumer research;
- Development of consumer understanding and insights;
- Strategy planning;
- Client management;
- Copywriting;
- Art direction;
- Print and air media production, to presentation stage;
- Media/channel planning and purchasing;
- Direct response, sales promotion and online marketing;
- Budgeting and reporting;
- Campaign evaluation procedures;
- Working in an industry-professional environment.
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.