This unit provides students with the opportunity to gain an understanding of the complex theoretical underpinnings of the advertising campaigns we are exposed to on a constant basis. Advertising Theory and Practice is offered by Open Universities Australia and RMIT University with the aim of allowing students to explore marketing communications theories and how these relate to consumer psychology, as well as how theory can inform practice.
Students will work individually for some parts of the course, but will also work in teams in order to help hone the interpersonal skills that are so important in marketing communications roles. Critical analytical skills will also be developed over the 14 weeks of this online unit, with the aim of enabling students to critique both the work of others and their own work. Frameworks for both analysis and formulation of advertising campaigns will be discussed in depth.
This unit is for students of the Master of Communication Design course only. Enquire now if you wish to study this unit as an elective.
Areas of study
In this advertising unit, the topics you will study include:
Introduction: Integrated marketing communications and brand equity
Consumer behaviour and models of the communication process
Brand and benefit positioning
Benefit positioning framework
Market segmentation and target audience selection
Campaign communication objectives
Creative strategy: idea generation and selection
Brand awareness and brand preference tactics
Attention tactics; pre-testing
Media strategy, selection and implementation
Campaign budgeting and evaluation
Unit review and revision
This unit is not a core requirement in any courses. Content may also be relevant to other courses, and could qualify you for Recognition of Prior Learning (RPL) for a course offered by another institution.
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This unit offers students the opportunity to gain a wide range of skills and a broad foundation of knowledge of advertising communication strategies, which will be highly advantageous to any individuals who intend to pursue a career in the fast-paced environment that is advertising. Successful students will develop basic career skills such as the ability to work well in a team, problem-solving skills, and skills in critical analysis, as well as skills and knowledge related specifically to advertising. Students will develop an understanding of the importance of trends, and thus market research and analysis. Emphasis will also be put on the benefits of evaluating the success of advertising campaigns.
This unit will give individuals the chance to consider and discuss the way the external environment influences advertising practice. Students will contemplate how the demand for sustainability, economic change, and technological developments have affected and continue to affect marketing communications decisions. Students will also consider individual market needs, as well as differences between industries.
How else will I benefit from this unit?
Upon successful completion of this unit you will receive credit for competencies in Advertising Theory and Practice from RMIT University.
Studying online means you can study where you want, at your own pace.
Gain industry-relevant skills and transferrable knowledge.
Government financial support through FEE-HELP may be available.
Studying single units allows you the flexibility to work towards a qualification at your own pace.
Receive Recognition of Prior Learning (RPL) for this unit across a number of OUA’s full degree programs.
Get more information
Want more information about the career benefits of this unit? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.
If you are an Australian citizen, you may be eligible to receive a government FEE-HELP loan, meaning you can defer payment of your fees. Find out more about government study loans here.
Get more information
Want more information about financial and student support? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.
You may be eligible to receive FEE-HELP for this course!
This course can be paid for through the FEE-HELP government loan scheme. If you are an Australian citizen or hold a permanent humanitarian visa, this means you don’t need to pay upfront.
Instead, the Australian government will pay your course fees on your behalf. You’ll begin repaying your loan through the tax system once you start earning more than the minimum threshold of $54,869 (2016-17 income year).
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Want more information about the career benefits of this course?
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