Introduction to Advertising
RMIT University Vietnam
Ho Chi Minh City, Vietnam
Area of Study
Advertising, Communication Studies
Taught In English
Host University Units12
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4.5
Hours & Credits
The purpose of this course is to give you an overview of the advertising industry, its functions and practices, and an appreciation of its place within the broader communications context.
In the course you will analyse and discuss examples of advertising, discovering best practice in the advertising industry, and exploring the processes involved in creating campaigns.
You will examine advertising practice and processes: advertising agencies, advertising professional roles, advertising clients, target audiences, media, and strategic and creative thinking. An historical analysis sheds light on the important role social forces have played in the evolution of advertising.
Objectives/Learning Outcomes/Capability Development
For students enrolled in the Bachelor of Communication - Professional Communication (BP222), you will develop the following program learning outcomes:
- critically analyse and apply a diverse and industry relevant body of knowledge and skills to the field of media and communications in a global context
- plan produce and evaluate innovative content, optimising uses of technology that meets the needs of stakeholders in an international environment
- work with others in a range of roles and contexts, demonstrating cultural, environmental social awareness and ethical and reflective practice
- If you are enrolling in this course as an elective, it will complement the learning outcomes you are developing in your program.
Upon successful completion of this course, you will be able to:
- Examine a variety of marketing communication alternatives, including advertising and other promotion forms;
- Discuss the major participants and roles in the advertising communications industry;
- Analyse and apply appropriate creative approaches to developing persuasive messages; and
- Develop an advertising campaign and media strategy, as a member of a team.
Overview of Learning Activities
Your learning experiences may include interactive lectures, tutorials and group-based activities. You will have the opportunity to study the theories underpinning this course and explore key concepts through exercises and discussion. There will be both individual and group exercises to further develop ideas based in classes. Local and international advertising examples will be presented and discussed. Self-directed learning (outside class hours) is also an important component for the successful achievement of the objectives of this course. Online resources and activities will also play a part in this course.
Overview of Learning Resources
RMIT will provide you with resources and tools for learning in this course through our online systems.
A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising
The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.
Overview of Assessment
You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment