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ADV317 Advertising Strategy and Planning (16)

Abstract

This subject consolidates students’ previous experience and enables them to apply their understanding of advertising agency roles by working in an agency 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.

+ Subject Availability Modes and Location

Session 1
On CampusBathurst Campus
Continuing students should consult the SAL for current offering details: ADV317
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 Arts (Communication - Advertising)
Bachelor of Business (Marketing)
Bachelor of Arts (Communication - Advertising)/Bachelor of Business (Marketing)
Bachelor of Media Communication
Prerequisite(s)
ADV203 or ADV104 and ADV206

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to work effectively in agency teams
  • be able to demonstrate understanding of the theory 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
  • be able to investigate and critically reflect on a current integrated marketing communications campaign

Syllabus

The subject will cover the following topics:
  • Integrated marketing communications (IMC)
  • The planning environment
  • Responding to client briefs
  • Working to external constraints
  • Researching for campaigns
  • Client presentations

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.