ADV318 Advertising Strategy and Planning (8)

This subject consolidates students' previous experience and enables them to apply their understanding of advertising agency roles by working in a team in an authentic agency environment to develop comprehensive integrated marketing communications strategy recommendations from a client brief. They will be able to present these recommendations to a client in an industry-professional manner.

No offerings have been identified for this subject in 2020.

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Communication and Creative Industries

Enrolment Restrictions

Not available to students who have completed subject ADV317

Assumed Knowledge

It is assumed students have completed several lower-level advertising subjects. 

Subject Relationships

ADV317 This subject replaces ADV317

Incompatible Subjects

ADV317

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to work effectively in agency teams;
  • be able to apply theories of the planning process in the context of an integrated marketing communications campaign;
  • be able to apply conceptual knowledge to develop integrated marketing communications strategy recommendations from a client brief;
  • be able to present these recommendations to a client in an industry-professional manner; and
  • be able to investigate and critically reflect on a current integrated marketing communications campaign.

Syllabus

This subject will cover the following topics:
  • Teamwork in advertising
  • Managing campaign development
  • Working with clients
  • Campaign planning in context
  • Research and planning
  • Market and consumer behaviour
  • Developing insights
  • Campaign strategy development
  • The Big Idea
  • The IMC plan
  • Developing media and creative strategies
  • The client presentation

The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.

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