Creative Industries /Faculty of Business

Program for Interfaculty degrees in:

 Master of Advertising (Study Area A)

 Graduate Diploma in Advertising (Study Area A)
 Graduate Certificate in Advertising

o Study Area A in
- Creative Advertising
- Strategic Advertising
1.0 Identifying Information

1.1 Title of award/s

Master of Advertising (Study Area A)

Graduate Diploma in Advertising (Study Area A)
Graduate Certificate in Advertising

1.2 Funding source

Fee paying.

 Domestic - $3840 per semester.

 International - $7250 per semester.

1.3 Study areas

Study Area A in either Creative Advertising or Strategic Advertising.

Creative Advertising focusing on the key areas of:

 Copywriting.
 Art Direction.
 Production Management.
 Portfolio Development.

Strategic Advertising focusing on the key areas of:

 Consumer Behaviour.
 Advertising Management and Planning.
 Media Strategy.
 Marketing and Survey research.

1.4 Faculties responsible for the course

Faculty of Business and Faculty of Creative Industries.

1.5 Location of course

Gardens Point / Kelvin Grove campuses.

1.6 Modes of study

Internal semester-based and intensive block mode.

1.7 Duration of the course

 Masters: Three semesters full-time (normally 18 months) and six semesters part-time.
 Graduate Diploma: Two semesters full-time, four semesters part-time.
 Graduate Certificate: One semester full-time, two semesters part-time.

1.8 Total number of credit points

 Masters: 144 (12 subjects @ 12 credit points each).

 Graduate Diploma: 96 (8 subjects @ 12 credit points each).

Interfaculty degree 2
 Graduate Certificate: 48 (4 subjects @ 12 credit points each)

1.9 Year of commencement

2003

Rationale for a new course

General Rationale
The proposed inter faculty course provides the opportunity for students to learn about the strategy and
planning considerations of advertising and the creative side of the advertising industry. Following an
initial introduction to these two areas within the Graduate Certificate, students are able to specialise in
either creative advertising or strategic advertising at the Graduate Diploma and Master’s levels.

Within the specialisation of Creative Advertising, in the Graduate Certificate of Advertising learners
gain a basic understanding of copywriting, art direction and production management for print,
television, radio and interactive media such as on - line communications. In the Graduate Diploma,
students focus on advanced skills in these areas, begin to compile a portfolio of their work and take
elective offerings which complement their chosen area of specialisation. At the Master’s level, students
are challenged with having to complete a major project for a real client. They also must reflect upon
contemporary issues in advertising and may engage in internship experience.

Within the specialisation of Strategic Advertising, students focus on the key areas of consumer
behaviour, advertising management, creative strategy, media strategy, advertising planning, and
contemporary issues in advertising and research. In the Graduate Certificate of Advertising and the
Graduate Diploma learners gain an understanding of basic concepts and models around which the
discipline of advertising is organised. In the Master of Advertising (Strategic Advertising), outcomes
for learners focus on higher order skills including the development of skills related to problem
identification and analysis, and critical thinking skills. This specialisation works from a learning model
that emphasises increasing complexity of unit content to match learning objectives.

Articulation with other courses in the Business and Creative Industries Faculties
The proposed suite of inter – faculty courses, combines the existing Graduate Certificate, Graduate
Diploma and Master of Business (Advertising) from the Faculty of Business with a proposed new
strand in creative advertising offered from the Creative Industries Faculty.

Students from both faculties will take core units in the two areas of specialisation - creative advertising
and strategy and planning – at the graduate certificate level, as well as a common unit AMN421
Contemporary Issues in Advertising, that will focus upon social and ethical issues in the advertising
profession, and will be jointly taught by the two Faculties. They will then specialise in one of these two
study areas. Students will be able to enrol in the individual awards or where qualified, in the Master’s
degree with the possibility of exiting with one of the lower level qualifications.

The distinction between the Strategic Advertising and the Creative Advertising Strands
The real world of advertising involves strategy and planning (which involves, inter alia, consumer
behaviour, strategic planning, media selection and marketing) and creativity (which involves, inter
alia, copywriting, art direction and production management.) The proposed course provides an initial
introduction to these dimensions of advertising and an opportunity to specialise in either the creative or
strategic dimensions of advertising. QUT will be one of the few universities in the Australia to
significantly cover both of these aspects of advertising.

The decision of both faculties to develop an inter faculty course makes efficient use of resources and
provides for unique opportunities for cooperation by staff and students in the two faculties.

2.1 Demand for the course

Interfaculty degree 3
The course is aimed at attracting various student cohorts.
• Recent graduates from Business or Creative Industries who do not have a background of
studies in advertising or who have knowledge of one part of advertising (eg strategy and
planning) and who want to study another major area such as creative advertising.
• Graduates from other discipline background who want to move into the advertising field.
• Individuals who are working in the advertising field who wish to update their knowledge and
to gain a formal qualification.

There is significant existing demand for the current suite of courses in strategic advertising as offered
by the Faculty of Business. This demand includes both domestic fee paying students and international
students.

Evidence from undergraduate enrolments at RMIT for creative advertising suggests that there will be
significant demand for the creative advertising strand. This expectation has been supported by initial
response to the proposed course at the 2002 QUT postgraduate evening.

2.2 Support for the course

Consultation

The creative advertising strand of the course was developed after:

 Examining creative advertising courses overseas and in Australia.
 Consultation with a range of advertising industry people in Australia.
 Consultation with key industry bodies: the Australian Writers and Art Directors Association, the
Advertising Federation of Australia, the AFA Youngbloods, the Brisbane Art Directors Club and
the Federation of Australian Radio Broadcasters.
 Examining International Advertising Association recommendations.
 Examining existing courses and subjects at QUT (in Creative Industries and Business).
 Consulting with the Creative Industries Course Co-ordinators and the Head of the then School of
Communication within QUT’s Faculty of Business.

The main findings of the above research follow. In-depth findings are contained in the document titled
‘Feedback on an Advertising Creative discipline for QUT’s Creative Industries’.

Response from the advertising industry

Key findings from industry included:
 The proposal for a Creative Advertising specialisation received positive feedback and
encouragement from each of the 28 industry people interviewed in qualitative research.
 These people indicated there was no clear path to learn about the creative side of advertising at
university at the moment and that there was a need for better training on the creative side of the
industry.
 Industry people viewed the people who were currently approaching them for work (on the creative
side of advertising) as having poor understanding of the industry and lacking basic skills.
 The industry was keen to support the course – to ensure better real world training.
 Organizations interested in supporting or getting involved with the course included the Australian
Writers and Art Directors Association (the peak body for the creative side of the industry), the
Brisbane Art Directors Club, the Advertising Federation of Australia Youngbloods and the
Federation of Australian Radio Broadcasters.
 Offering both the creative and the strategic perspectives on advertising was seen by industry as
making QUT unique.

Response from the Creative Industries faculty

Interfaculty degree 4
Heads of Discipline and Course Co-coordinators within Creative Industries were supportive of the
introduction of a Creative Advertising specialization. They said that some graduates of their programs
could end up working on ads. They were also positive about:

 Creative Advertising subjects being offered as electives in their programmes and vice versa.
 Their students collaborating with Creative Advertising students on a major project.
 Creative advertising industry events, seminars & exhibitions being open to their students.

Response from the Business Faculty

The Business Faculty was supportive of:

 The idea of having a full complement of subjects on advertising (creative and business).
 The introduction of art direction and production management (and these aspects being made
available to their students).
 The possibility of Creative Advertising students and Business Advertising students working
together on a Major Project.

Initial concerns that a second course in advertising could confuse the market place were overcome by
the decision of both faculties to offer an interfaculty suite of awards which would incorporate the
existing courses offered by the Faculty of Business.

The Advertising major in the BS93 Master of Business Course within the School of Advertising,
Marketing and Public Relations was offered for the first time in 2002. Previously students selected
units in advertising from a composite of advertising, communication and other units offered within the
School of Communication. It is envisaged that demand for this Course will come from three student
cohorts: international students, advertising employees wanting a professional qualification, and recent
undergraduate in a related but non-advertising industry field wishing to specialise in advertising.

More details from industry

Other specifics mentioned by industry in regards to the creative advertising specialisation were:

 The need to cover each of the media (print, TV, radio, interactive and direct response) in the
programme.
 The need for copywriting to be taught in a creative environment such as Creative Industries.
 A positive response to the availability of electives from the Creative Industries and Business
(Advertising) faculties.
 A positive response to the inclusion of production management (as well as copywriting and art
direction) in the course.
 The need for the proposed course to include an introduction to creative strategy.
 A positive response to the idea of fitting the course in with people’s work commitments.
 A positive response to the inclusion of an internship in the programme.

Other creative advertising courses

The only other significant creative advertising course at a university in Australia is the undergraduate
programme at RMIT in Melbourne. This course has strong student demand from Melbourne and
overseas. In the past they have had 500 applications for 30 entry places. They have also taken 40
overseas students a year (across their three years) into their programme. Interestingly, the creative
advertising course is taught in an Arts Faculty while the Business Advertising is offered from the
Business Faculty.

Generally, advertising courses are usually located in Communication schools, Design schools or
Business faculties in Australia and overseas.

Target Market for the Proposed Course

Interfaculty degree 5
The proposed course will target both domestic and international students. In the former category, both
recent graduates from Creative Industries and Business courses initially will be targeted as well as
members of the advertising community who may wish to gain a postgraduate qualification and/or
update their skills.

The experience of the Faculty of Business suggests that international students will also be interested in
the course. It is anticipated that international student numbers will grow as the course becomes more
widely known.

Managing relationships with industry

In light of the innovative nature of the courses and the importance of industry linkages, the course co-
ordinator will have an ongoing role in managing relations with the advertising industry, and graduate
outcomes in the field. In the case of the Creative Advertising courses, this will also involve
management of an internship program, in the context of the overall Creative Industries Faculty
internship initiatives.

Strategies that are currently in place in the Faculty of Business, and will be built upon by the Creative
Industries Faculty include the development of an industry database, ongoing participation in industry
activities, work placements, and guest lectures from industry representatives.

Review of course outcomes

The course will be reviewed in 2005.

Local, regional and national priorities

With the introduction of the PELS (Postgraduate Education Loans Scheme), there appears to be
opportunities for introducing a wider range of fee paying postgraduate courses. Although only in its
second year, PELS allows students who are not necessarily employed to defer the cost of their course
through a loan.

However, there is increased demand for flexible course structures which facilitate study within the
demands of ongoing employment.

3.2 Faculty and strategic planning

The Creative Industries Faculty has adopted a special focus on expanding its suite of postgraduate
offerings for 2003. The faculty, therefore, is proposing a number of “nested” qualifications which
articulate Graduate Certificates, Graduate Diplomas and Masters Degree qualifications.

Additionally, both faculties seek to enhance their interdisciplinary links both across disciplines and
across faculties. The proposed course is a good example of how both core units and electives can be
combined to provide different pathways for students who wish to work within the advertising industry.
It development will strengthen the existing links between Creative Industries Faculty and the Faculty of
Business.

Finally, the course seeks to meet the needs of working professionals by adopting a flexible course
structure wherever possible.

The curriculum’s ongoing development will be monitored by the relevant teaching and learning and
education committees in both faculties. After a three-year period, a joint review of the course will be
undertaken by the faculties involved.

3.3 Student load considerations

As the course is fee paying, issues for student load are not relevant.

Interfaculty degree 6
3.0 Course structure

Graduate Certificate in Advertising

Course Structure Credit Points Semester
Advertising Creative: Introduction 12 1
AMN 421 Contemporary Issues in Advertising 12 1,2
AMN 420 Advertising Management 12 2
Advertising Creative: Electronic Media OR 12 2
AMN 400 Consumer Behaviour 12 2

Graduate Diploma in Advertising (Creative Advertising)

Course Structure Credit Points Semester
Advertising Creative: Introduction 12 1
AMN 421 Contemporary Issues in Advertising 12 1,2
AMN 420 Advertising Management 12 2
Advertising Creative: Electronic Media 12 1
AMN 400 Consumer Behaviour or Elective 12 2
Advertising Creative: Copywriting and Art Direction 12 2
Graphic Design 12 2
Elective 12 1 or 2 or 3

Master in Advertising (Creative Advertising)

Course Structure Credit Points Semester
Advertising Creative: Introduction 12 1
AMN 421 Contemporary Issues in Advertising 12 1,2
AMN 420 Advertising Management 12 2
Advertising Creative: Electronic Media 12 1
AMN 400 Consumer Behaviour or Elective 12 2
Advertising Creative: Copywriting and Art Direction 12 2
Graphic Design 12 2
Elective 12 1 or 2 or 3
Elective 12 1 or 2 or 3
Elective 12 1 or 2 or 3
Major Project 24 1 or 2 or 3

Interfaculty degree 7
 Graduate Certificate of Advertising
Course Structure Credit
Points
Advertising Creative: Introduction 12 cps
AMN 421 Contemporary Issues in Advertising 12 cps
AMN 420 Advertising Management 12 cps
AMN 400 Consumer Behaviour OR 12 cps
Advertising Creative: Electronic Media 12 cps

Graduate Diploma of Advertising (Strategic Advertising)

Course Structure Credit
Points
Advertising Creative: Introduction 12 cps
AMN 421 Contemporary Issues in Advertising 12 cps
AMN 420 Advertising Management 12 cps
AMN 400 Consumer Behaviour OR 12 cps
Advertising Creative: Electronic Media 12 cps
AMN 423 Strategies for Creative Advertising 12 cps
AMN 422 Media Strategy 12 cps
AMN 403 Marketing and Survey Research OR 12 cps
BSN 412 Qualitative Research and Analytical Techniques
Elective 12 cps

Master of Advertising (Strategic Advertising)

Course Structure Credit
Points
Advertising Creative: Introduction 12 cps
AMN 421 Contemporary Issues in Advertising 12 cps
AMN 420 Advertising Management 12 cps
AMN 400 Consumer Behaviour OR 12 cps
Advertising Creative: Electronic Media 12 cps
AMN 423 Strategies for Creative Advertising 12 cps
AMN 422 Media Strategy 12 cps
AMN 403 Marketing and Survey Research OR 12 cps
BSN 412 Qualitative Research and Analytical Techniques
AMN 401 Integrated Marketing Communication or AMN442 Marketing Management 12 cps
1 Elective 12 cps
1 Elective 12 cps
BSN 406 Project or 2 Elective Units 24 cps

4.1 Overview of New Units

Advertising Creative: Introduction

Pre-requisites: none.

Introduction to the industry; history of advertising; advertising strategy; the creative process;
concept development.

Advertising Creative: Electronic Media

Television; radio; interactive digital media.

Interfaculty degree 8
Advertising Creative: Copywriting and Art Direction

Pre-requisites: Advertising Creative: Introduction and Advertising Creative: Electronic Media

Copywriting; art direction; photo-media, digital photography, SMS text messaging, chatlines,
websites, data projection.

Graphic Design

Pre-requisites: Advertising Creative: Introduction and Advertising Creative: Electronic Media

Client briefs, text and image analysis mediated through a variety of traditional and emerging
technologies, reprographic modes and practices, graphic design, pre-print, colour separation
and layout, the commercial and industrial application of multiples.

Major Project

Pre-requisites: completion of the requirements of the graduate diploma .

Client relations; advanced concept development; project management; working in teams;

advanced production.
[NB: Major Projects could involve industry placements and internships].

Note: The specialisation of Strategic Advertising will not require the development of new units as
all units included herein already exist.

4.2 Masters structure by semester (full time)

YEAR 1

First Semester
Advertising Creative: Introduction
Contemporary Issues in Advertising
Advertising Management
Advertising Creative: Electronic Media

Second Semester
Advertising Creative: Copywriting and Art Direction
Graphic Design
Consumer Behaviour OR Elective
Elective

YEAR 2

First Semester
Major Project
Elective
Elective

4.3 Masters structure by semester (part time)

YEAR 1

First Semester

Interfaculty degree 9
Advertising Creative: Introduction
Contemporary Issues in Advertising
Second Semester
Advertising Management
Advertising Creative: Electronic Media

SUMMER
Elective

YEAR 2

First Semester

Consumer Behaviour OR Elective

Elective

Second Semester

Advertising Creative: Copywriting and Art Direction

Graphic Design

SUMMER
Elective

YEAR 3

First Semester
Major Project
Elective

4.4 Graduate Diploma structure by semester (full time)

First Semester

Advertising Creative: Introduction

Advertising Creative: Electronic Media
Contemporary Issues in Advertising
Advertising Management

Second Semester

Advertising Creative: Copywriting and Art Direction

Graphic Design
Consumer Behaviour OR Elective
Elective

4.5 Graduate Diploma structure by semester (part time)

YEAR 1

First Semester

Advertising Creative: Introduction

Advertising Creative: Electronic Media

Second Semester

Consumer Behaviour OR Elective

Interfaculty degree 10
Advertising Management

YEAR 2

First Semester

Contemporary Issues in Advertising

Elective

Second Semester

Advertising Creative: Copywriting and Art Direction

Graphic Design

4.6 Graduate Certificate structure by semester (full time)

YEAR 1

First Semester
Advertising Creative: Introduction
Advertising Creative: Electronic Media
Consumer Behaviour OR Elective
Advertising Management

4.7 Graduate Certificate structure by semester (part time)

YEAR 1

First Semester
Advertising Creative: Introduction
Advertising Creative: Electronic Media

Second Semester
Consumer Behaviour OR Elective
Advertising Management

4.8 Electives – for the Creative Advertising Strand

In Study Mode A, students can choose two electives for the Graduate Diploma, and four electives for
the Masters degree. These electives can be used to develop a sub-major and creative specialisation The
Faculty will offer a suit of four units in each specialisation area to students. Specialisation areas are
presented below. Particular elective offerings from other courses may change over time.

• Copywriter’s specialisation (from the Creative Writing course)

• Art Director’s specialisation (from the Visual Arts and Comm. Design courses)
• Jingle Writer / Producer’s specialisation (from the Music & Sound course)
• Interactive Writer / Designer/ Producer’s specialisation (from the Comm. Design course)

• Production for Television specialisation (from the forthcoming Television course)

Other relevant electives to this degree program could include relevant units from Faculties across the
University in areas such as business, law, politics and the social sciences.

Interfaculty degree 11
Enrolment in electives is subject to the approval of the relevant course co-ordinator.

5.0 Enrolment projections

See section 10 – course resource assessment

6.0 Course aims and objectives

6.1 Course Aims

The courses aim to provide an understanding of the discipline of advertising as well as advertising
practice, with an emphasis placed throughout the degree programs on the social context of advertising,
and the legal and ethical issues arising in advertising as professional practice.

The primary aims of the Graduate Certificate in Advertising are to introduce learners to key facets of
the advertising industry and to give them insights into the two major areas of specialisation offered
within the course.

The primary aims of the Graduate Diploma in Advertising (Creative Advertising) are to build on initial
work at the Graduate Certificate level so that students develop a sound understanding of copywriting,
art direction and project management relevant to various media and to allow them to develop a
portfolio of work. At the Master’s level, students must demonstrate a high level of competence in
meeting the needs of real world clients through their major projects and through internships within the
industry.

The primary aims for students in the Graduate Diploma in Advertising (Strategic Advertising) and the
Master of Advertising (Strategic Advertising) focus on continuous refinement of the foundational
concepts presented in the Graduate Certificate of Advertising course. These refinements are
accomplished by increasing the learner’s capacities to incorporate foundation concepts to accomplish
such higher order tasks as identification and articulation of client advertising problems and
opportunities, construction of defensible analyses of organisational and environmental factors that
influence advertising goals, development of effective solutions to client problems and exploitation of
the opportunities. Such outcomes are contextualised within the Course through integration of
discipline’s theoretical foundations and professional practices

6.2 Specific Objectives by Course Level

On completion of the Graduate Certificate in Advertising, students should have demonstrated:

1) An ability to identify and analyse the different components of the advertising industry.
2) Expertise in researching and applying advertising strategies.
3) Significant ability to conceive and develop ideas for advertisements.
4) Knowledge of techniques for, and acquisition of skills requisite to, advertisement copywriting.
5) Knowledge of key aspects of art direction of advertising and the development of related skills.
6) Expertise in the production of advertisements, and portfolio preparation.
7) Aptitude at writing, directing, and producing advertisements for each of the key mediums (print,
TV, radio and interactive).
8) Their awareness of key theories of consumer behaviour and their relationship to advertising.
9) A critical understanding of the social, legal and ethical contexts of advertising practice.
10) Graduate capabilities in critical, creative and analytical thinking, communication, and project
management.

Interfaculty degree 12
Students who complete the Graduate Diploma in Advertising should also have demonstrated:
1) The development of a professional folio at the standard required to obtain work in the advertising
industry.
2) Expertise to plan, manage and evaluate advertising of the sub-discipline of advertising in which
the student is interested (Creative Advertising or Strategic Advertising) (eg. for Creative
Advertising this may include creative expertise associated with print and electronic media).
3) Higher-level graduate capabilities related to critical, creative and analytical thinking,
communication, team-work and leadership.

Students who complete the Master of Advertising should also have demonstrated:
1) A critical appreciation of the challenges of working with clients, suppliers and team members.
2) Expertise in working to deadlines and skills for operating within allocated budgets.
3) Project, time management and teamwork expertise.
4) An appreciation of the responsibilities of the creative person.
5) A critical understanding of advertising’s role in society, legal issues and ethical debates
surrounding advertising.
6) Higher-level graduate capabilities in critical, creative and analytical thinking, communication,
team-work and leadership.

Further work will be undertaken to embed graduate capabilities in individual units following the
appointment in Creative Advertising in the Creative Industries Faculty. It is important to note,
nonetheless, that critical, creative and analytical thinking, communications skills across a range of
media, and requirements to work both independently and collaboratively are embedded in all units in
the Graduate Certificate, Graduate Diploma and Masters degree programs. The required unit AMN421
Contemporary Issues in Advertising , that is a required unit for all students in these degree programs, is
strongly focused upon an understanding of social and ethical issues as they relate to advertising as a
discipline and a professional area, and will foreground international and indigenous perspectives.

7.0 Entry Standards

7.1 Entry to post-graduate programmes

The normal entry requirement is an undergraduate degree in any field. Applicants who do not have
undergraduate degree may meet the university’s requirements for special consideration. Such
applicants must provide evidence of the ability to enter a postgraduate course, such as employment at a
relatively senior level and/or five or more years experience in the advertising industry. Special entry
students would normally be advised to enrol in the Graduate Certificate and articulate to the more
advanced Graduate Diploma or Masters degree. Entry to the Master of Advertising (Creative
Advertising) normally is dependant upon completion of the Graduate Diploma with a GPA of 5 and
above.

7.2 Entry with advanced standing

Standard University advanced entry requirements.

8.0 Course Content

See Sections 4.0 Course Structure and 11.0 Unit Outlines

The course will encourage a creative environment where ideas can be raised and developed. Students
have the opportunity to thrash out ideas in classes and in draft project work. Students are encouraged
to give feedback to each other, as well as seek feedback and encouragement from the lecturer and
industry people. Students are encouraged to strive to reach the professional standards of the best
advertising agencies in Australia and overseas. This is achieved by students being exposed to the best
work from around the world, lectures and mentoring from leading professionals, and encouragement in
practical projects.

Interfaculty degree 13
Classes will encourage robust debates about the standards and ethics of advertising, with a case study
approach taken toward understanding social, legal and ethical issues arising, and students will be
encouraged to continue to seek out best practice in all they do after leaving university.

Interfaculty degree 14
8.1 Transitional arrangements

The existing BS93 Master of Business (Advertising) offered in the Faculty of Business will be
discontinued in 2003. International students with offers in this course to commence in Semester 1,
2003 and Semester 2, 2003 will be able to complete the course in which the offer has been made. No
new domestic student enrolments will be taken in Semester 2, 2003. New domestic students who seek
enrolment to the BS93 Master of Business (Advertising) programme will be offered the opportunity to
enrol in the new Master in Advertising programme. All currently enrolled students will be offered the
option to complete the current course within a specified time frame, or transfer to the new course. All
current units in BS93 are offered in the new Inter Faculty course.

The minimum English proficiency requirement for course entry is an IELTS overall band score of 6.5,
with no sub-band score below 6.0, or a TOEFL test score of 575 (paper based) or 230 (computer
based).

The Australian government requires that students from certain countries may only use an IELTS test
result when applying for a student visa. A TOEFL test score, or demonstration of prior study and
instruction in English, is not acceptable in this circumstance. These countries currently include China,
India, Bangladesh, Sri Lanka and Argentina.

Students who obtain an IELTS test score of 6.0, with no sub-band below 5.0 (TOEFL paper based
score of 550 or TOEFL computer based score of 213) may be admitted to the course with the condition
that they satisfactorily complete 24 credit points of English language study in the first semester of
enrolment. These 24 credit points of English study will be taken concurrently with 24 credit points of
program coursework and will count as electives in the course.

9.0 Teaching, learning and assessment

This course will combine an understanding of the advertising discipline and advertising theory with
practical applications and project-based work.

A range of strategies will be used to promote learning, including:

 Lectures.
 Guest lectures by key industry people.
 Workshops and tutorials.
 Visits to agencies and production houses.
 Selected, relevant readings.
 Case studies of advertising industry practice.
 In class exercises.
 Relevant, practical projects (individual and team).
 Work in progress sessions on projects.
 Class feedback on individuals’ work.
 One to one feedback and mentoring.
 Written and verbal presentations of projects.
 Involvement with key industry bodies such as AWARD.
 Reflective diary.
 Creative scrapbook.
 Online forum (for the Internship).

As part of their assessment, students will develop advertising concepts for products, services and
causes (non-profit organisations.) At Graduate Certificate and Graduate Diploma level, this is done
within the classroom environment. At Masters level students are encouraged to interact with and
present their concepts to real clients.

Interfaculty degree 15
It is expected that collaborative opportunities will arise in the major projects unit across the two study
areas in response to client or agency needs. Course Coordinators from both faculties will promote and
encourage collaboration and manage the nature of collaboration within the context of the unit
objectives and the requirements of industry partners.

The course will be aware of cultural and gender issues in its content, delivery & assessment.

9.1 Course Coordination

It is suggested that the course should have separate strand coordinators for each of the two main strands
– creative advertising and strategic advertising. Each of these two staff will take turns – every two
years - in acting as the overall course coordinator. The respective roles of the course coordinator and
the strand coordinators will include the following duties:

Course Coordinator

• Preparation of the annual course report.

• Final responsibility for preparation of course promotional materials.
• Liaison with university units regarding course matters.

Strand Coordinators

• Consulting with students regarding credit, enrolment and progression issues.

• Initial preparation of course promotional materials.
• Liaison with staff and with the course coordinator about timetabling of course units.

10.0 Course Resource Assessment

In order to launch the Creative Advertising strand, the Creative Industries Faculty will appoint a strand
coordinator at senior lecturer level. In the first year of the course, this appointment will be fractional
(.5) increasing to a full time appointment in 2004. Additional casual staff funding would also be
budgeted as part of the start up costs.

Assumptions
 Assumes 25% attrition in year one; 10% in subsequent years.
 Assumes fees of $3840 per semester for full time domestic students and $7250 per semester for
full time international students.
 Assumes that university will take 40% off international fees and 20% off domestic and faculty will
take 8% off international and 14% off domestic to partially fund equipment and marketing costs.
 Domestic FTEs, therefore, earn $5060 per year; international FTEs earn $7540 per year.
 Assumes that in the first year of the course, income will be jointly shared between the two
faculties on the basis of EFTSU. Income in subsequent years will depend upon enrolments in the
respective course strands.
 Assumes shared expenditure on marketing and promotion of the course.

Enrolments – There is little basis for forecasting accurate enrolment information as there is no
comparable postgraduate qualification in Australia. Undergraduate enrolments (at RMIT) are
mentioned in the document but the comparison is tenuous given that the proposed course is fee
paying. While the introduction of PELS may encourage more students to finance their studies, it
is perhaps too early to estimate the rate of uptake. International numbers may increase if
international students who have current offers elect to transfer to the new course. All numbers
listed below are FTE.

Interfaculty degree 16
2003
Domestic International
February
High 15 5
Medium 10 3
Low 6 0

July
High 6 2
Medium 4 1
Low 2 0

2004
Comm./Contin. (in Grad. Dip./Masters)
Comm./Contin.
February
High 20 6 20 3
Medium 14 4 15 1
Low 9 2 6 0

July

High 10 7 10 2
Medium 7 4 7 1
Low 5 2 4 0

Income

2003 Domestic International

High $91,080 $45,240

Medium $60,720 $26,390
Low $35,420 nil

2004

High $174,570 $218,660

Medium $118,910 $150,800
Low $73,370 $60,320

New Expenditure (applies to Creative Industries only, assuming existing units in Faculty of
Business are accounted for within staff workloads and class sizes).

Year One (teaching of four new units and course coordination)

Senior Lecturer (.5 appointment with on costs – Level C step 1) $ 40,806
Casual Staff Costs $ 10,000

Total Expenditure $ 50,806

Year Two (teaching of six units (two additional new ones) plus some project supervision and course
coordination)
Senior Lecturer (full time Level C step 2) $ 84,115
Casual Staff Costs $ 20,000

Total expenditure $104,000

Note: Start up costs to the faculty should include the $22,000 that already has been committed (through
to end of 2002) to researching and writing up the course/units.

Interfaculty degree 17