No offerings have been identified for this subject in 2018

ADV312 Advertising Portfolio (8)


Students develop their skills in copywriting, their knowledge and appreciation of art direction, as well as the production management required to complete a body of portfolio work. Students are introduced to the concept of developing an advertising portfolio. Students will develop their advertising thinking and executory skills and their ability to conceive and write advertising creative campaigns. The subject will allow students to develop a portfolio of professional work that can be used in pursuing a career in advertising.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: ADV312
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

Assumed Knowledge

ADV213 or ADV205

Enrolment restrictions

Students enrolled in BA (Communication - Advertising) and the BA (Communication - Commercial Radio) who have completed ADV211 or ADV213

Learning Outcomes

Upon successful completion of this subject, students should:
-be able to demonstrate more sophisticated skills in writing for advertising, in particular the variety of writing types in the industry - copywriting, report writing, writing of presentations and plan recommendations.
- be able to identify the roles and functions of the various members of advertising teams - creative, planning, account management and media.
- be able to conceive and contribute to the development of advertising ideas that respond to a client brief.
- be able to create their own book or portfolio of professional standard advertising work.


The subject will cover the following topics:
- A review and application of the key principles of copywriting and art direction. - Development of individual systems for filtering and assessing advertising work. - Differentiation and application of the roles and skillsets required for members of an advertising team. - The advertising development process and agency/client relationship roles. - The components and structure of an advertising portfolio. - Creation and analysis of student advertising/professional portfolios. - Further development of the production and technical requirements for completing 'finished' advertising/professional work.


The information contained in the 2018 CSU Handbook was accurate at the date of publication: 23 February 2018. The University reserves the right to vary the information at any time without notice.