CONTACT CSU

No offerings have been identified for this subject in 2018

ADV310 Advertising Strategy and Campaign Planning (8)

Abstract

Students study Advertising communication strategy and account planning in depth. Campaign case studies are examined and account planning skills are developed as students learn more about the planning process in the context of an integrated communications campaign. They gain experience in developing a comprehensive campaign plan; including the use of research, strategy development, and campaign budgeting, within a student "Agency" environment.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: ADV310
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Communication and Creative Industries

Enrolment restrictions

Bachelor of Communication (Advertising) Bachelor of Business (Marketing) Bachelor of Communication (Advertising)/Bachelor of Business (Marketing) Bachelor of Media Communication Bachelor of Communication (Commercial Radio) Bachelor of Arts (Graphic Design)

Learning Outcomes

Upon successful completion of this subject, students should:
develop a comprehensive Advertising communication plan. Specifically:
- be able to develop a market situation (SWOT) analysis
- use specific research techniques at relevant stages of the campaign development
- apply account planning skills to the development of communication strategies
- establish budgets for all components of the campaign
- establish time-lines for the execution of the campaign
- set criteria for campaign results evaluation
- adopt and fulfil the obligations of specific "Agency roles" within the context of their designated Client Team
- present in an industry-professional manner, final communication recommendations to their Client.

Syllabus

The subject will cover the following topics:
Strategy and Planning: The communications strategy development process The campaign development process The role and implementation of account/campaign planning Market situation analysis, including SWOT analysis Interrogation of existing campaign strategies Identification of target market segments by both demographic and physchographic profiles Investigation and analysis of the effectiveness of on-line promotion for selected advertising agencies and communication companies Campaign Development: Task assignment and responsibilities in Agencies, and specifically the student Agency The dissemination of the Client Brief The formulation of the Creative Brief The formulation of the Media Brief Campaign budgeting Work in Progress reporting Professional documentation preparation Industry-professional presentation skills and techniques

Back

The information contained in the 2018 CSU Handbook was accurate at the date of publication: 13 October 2017. The University reserves the right to vary the information at any time without notice.