ADV317 Advertising Strategy and Planning (16)

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.

No offerings have been identified for this subject in 2021.

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



One session


School of Communication and Creative Industries


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; and
  • be able to investigate and critically reflect on a current integrated marketing communications campaign.


This subject will cover the following topics:
  • Working as a team
  • Team work in advertising
  • Using the Work in Progress industry project management system
  • Introduction to planning
  • Planning considerations
  • Planning in context
  • Research and planning
  • Consumer-centric communication
  • Consumer driven strategy
  • Target audience considerations
  • The need for consumer insight
  • Brand destination planning
  • Understanding the consumer mindset
  • Consumer decision making
  • Developing insights
  • Defining the benefit
  • Consumer behaviour
  • Message processing
  • Brand personality
  • Positioning strategy
  • Campaign strategy development
  • Leveraging insight
  • Communication strategy
  • What is the Big Idea?
  • The IMC plan
  • What is a brief? Why write a brief?
  • Developing media and creative strategies
  • Developing the campaign brief
  • Briefing the team
  • The client presentation

Indicative Assessment

The following table summarises the assessment tasks for the online offering of ADV317 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Work in progress report - team member contribution
Team agreement & individual reflection paragraphs
Student strategy report
Client strategic recommendations

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.