Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course provides an advanced understanding of various traditional and new media that are used for advertising and compares them in terms of costs, constraints, opportunities and measurement. The course examines current media industry issues including media fragmentation, digital media and convergence, and changing media consumption. Students will apply theoretical and practical knowledge acquired from lectures, workshops and case examples, to the development of a creative advertisement and media plan, and learn to critically examine media placement decisions and campaign strategy.
This course focuses on advertising and media industries with an emphasis on applying key concepts, models and strategies to a specific client campaign project. The course content builds on theory acquired in the previous advertising foundation unit. Advertising strategy and planning skills are examined and applied to the selection and use of existing and new media channels. Changing consumer profiles and media fragmentation and convergence are examined, with application to costs, constraints, opportunities and measurement.
Through individual and collaborative research, you will apply your theoretical and practical knowledge to the development of a strategic advertising campaign project (including development of creative content and media plan). A variety of traditional and new media are examined in relation to establishing integrated advertising campaigns. Through practical interactive workshops you will gain experience in examining the effectiveness of advertising campaign strategies, including the selection of the target audience, the consumer insight and creative and media strategies. The processes through which advertising campaigns are planned, developed and executed is examined, leading to the construction of an advertising campaign pitch as part of the unit's main assessment piece. Current trends and integrated advertising campaigns are analysed and critiqued, along with examples and issues that arise throughout the semester in news and current affairs, trade news, the internet and popular culture.
It is students' responsibility to review any online learning content, attend seminars/workshops, and consult designated notice boards and websites for correct and up-to-date information regarding the course, including assessment items and submission deadlines. Relying on fellow students to pass on information may result in incorrect information for which the University will not be held responsible.
Course requirements
Assumed background
Before attempting this course, you are advised that it is important to complete the appropriate prerequisite course(s) and/or check incompatible courses, as listed on the front of this course profile. No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) and/or incompatible courses have not been adhered to, for any reason whatsoever.ﾠ
Ideally, students will attempt this course after completing ADVT7512 Media Buying and Planning and ADVT7509 Creative Advertising Development and should enrol in this course in their last semester of their degree.ﾠ
Prerequisites
You'll need to complete the following courses before enrolling in this one:
ADVT7508
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT2510 or MKTG2504 or 7506
Restrictions
Quota: Minimum of 15 enrolments.
Final course in field of study.
Course contact
Course staff
Lecturer
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note:ﾠTeaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course introduces students to the field of advertising and its relationship to media industries. The process by which advertising programs are planned, developed and executed will be examined. Students will gain exposure to industry practices through developing an advertising campaign project. Students work on creative concept development, copywriting, design and production of advertisements and learn to make justified media placement decisions. Media used in advertising will be examined and evaluated, against a background of contemporary issues in advertising including audience fragmentation and media convergence.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Evaluate the importance of advertising strategy and planning in generating a successful advertising campaign.
LO2.
Develop a successful advertising strategy by conducting research into consumer insights.
LO3.
Understand the advertising creative process and examine the role of creative strategy in advertising, including various types of appeals that can be used in development and implementation of an advertising message.
LO4.
Gain a deep level of knowledge of the various advertising media available, including features, trends and measurement.
LO5.
Work effectively in teams to create and present an advertising campaign in response to a client brief.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Consumer Insight Analysis Report | 30% |
11/04/2025 2:00 pm |
| Presentation, Project |
Group Advertising Campaign Pitch
|
40% |
19/05/2025 9:00 am |
| Examination |
Final Exam
|
30% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
Consumer Insight Analysis Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
11/04/2025 2:00 pm
- Learning outcomes
- L01, L02
Task description
Understanding the factors that drive consumer behaviour is critical to developing an effective advertising strategy. Advertising managers often undertake a discovery process to gain insights into a client’s brand, its competitors, and the target audience. This assessment tasks you with conducting research on a specific product or service (a client brief will be provided) to identify key consumer insights and develop an advertising strategy statement.
Key Requirements:
- Objective: Research and analyse a specific product/service to uncover consumer insights and create an advertising strategy statement.
- Individual Work: This is an individual assessment. Collaboration with other students in the cohort is not permitted.
- Word Count: The report must be 1500 words.
- Resources: A detailed step-by-step project guide, including instructions for the report, will be available in the assessment folder on the unit’s Blackboard site. Please refer to this guide for comprehensive requirements.
- Submission Language: All submissions must be written in English.
Purpose:
The insights gained through this assessment will form the foundation for the final group Advertising Campaign project. Ensure that your analysis is thorough, as it will directly contribute to the success of the subsequent group work.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
To be submitted via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Group Advertising Campaign Pitch
- Team or group-based
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation, Project
- Weight
- 40%
- Due date
19/05/2025 9:00 am
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
The purpose of this assessment is to provide valuable experience in critically analysing advertising issues from both academic and practitioner viewpoints, and to explore how these insights can be applied to organisational communication strategies. This group project offers an exciting opportunity to collaboratively develop a comprehensive advertising campaign in response to a client brief. Each team will formally prepare a presentation, referred to as the "Pitch," to showcase their advertising project findings. Insights from individual Consumer Insight Analysis Reports can be incorporated into this group project.
Key Requirements:
Group Formation and Presentations
- Team Size: Groups will comprise five (5) students.
- Presentation Schedule: Pitches will be delivered during tutorials in Week 12 and Week 13, with scheduling managed by your tutor in a prior class.
- Submission Deadline: The Pitch presentation document is due on the official DUE DATE, irrespective of the scheduled presentation week.
- Duration: Presentations will be restricted to 15 minutes per team, followed by a 5-minute Q&A session.
- Professional Standards: Presentations must meet a professional standard, suitable for delivery to the client. All group members must speak during the presentation, though the time allocation for each member may vary.
Assessment Resources
- Guidelines and Criteria: Detailed assessment guidelines and the marking criteria sheet will be available on Blackboard. These will also be discussed in online lectures and workshops.
- Language Requirement: The Pitch presentation must be delivered and submitted in English.
Self and Peer Review Process
Expectations of Team Members
- Group members are expected to contribute equally and fulfil the tasks agreed upon at the start of the semester.
- Clear communication and proactive engagement are essential. Poor communication is often the source of discrepancies and conflicts.
Resolving Issues
- If disagreements about contributions arise and cannot be resolved within the group, the issue must be raised with the Lecturer, Course Coordinator, or Teaching Facilitator as early as possible.
- Late-enrolling students or those who do not engage with their group early may be required to complete the task individually or in a smaller team formed from remaining students.
Self and Peer Review Evaluation
- A Self and Peer Review Evaluation will be required, allowing team members to reflect on their own and others’ contributions.
- The team project grade will be derived from these evaluations, and the Course Coordinator reserves the right to adjust grades to ensure fairness.
- Students working in good faith will not experience grade adjustments, while individuals performing below expectations may face a negative grade adjustment.
Additional Guidance:
- Be Proactive: Set clear expectations and establish effective communication early in the semester to minimise conflicts.
- Raise Concerns Early: Address any team issues well before the submission deadline to avoid last-minute complications.
For full details, refer to the assessment guidelines on Blackboard.
Please Note: The presentation will be recorded for marking purposes per UQ Policy.
AI Statement:
This assessment task evaluates student’s abilities, skills and knowledge without the aid of Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
To be submitted via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
10% Late Penalty applies to submitted material only. Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero for the presentation portion of this assessment.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01, L03, L04
Task description
Centrally scheduled final examination that will test knowledge of key concepts and views formed during the semester. Further information about the exam format will be provided on the course Blackboard site and in class towards the end of the semester.
AI Statement:
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | Language translation dictionary permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to Advertising Strategy Course overview, discussion of assessment items, the role of Advertising Strategy. NO TUTORIALS THIS WEEK. Learning outcomes: L01, L02 |
Week 2 |
Tutorial |
Advertising Strategy and Foundations Learning outcomes: L01, L02, L03, L04 |
Lecture |
Advertising Planning and Strategy Learning outcomes: L01, L02, L03 |
|
Week 3 |
Tutorial |
Advertising Planning Learning outcomes: L01, L02, L03 |
Lecture |
Target Audience Analysis Learning outcomes: L01, L02, L03 |
|
Week 4 |
Tutorial |
Target Audience Analysis Learning outcomes: L01, L02, L03 |
Lecture |
Consumer Research and Key Insights (Pre-recorded lecture and online learning content) Learning outcomes: L01, L02, L03 |
|
Week 5 |
Tutorial |
Consumer Insights Learning outcomes: L01, L02, L03 |
Lecture |
Brand Positioning Learning outcomes: L01, L02, L03 |
|
Week 6 |
Tutorial |
Brand Positioning Learning outcomes: L01, L02, L03 |
Lecture |
The Creative Brief Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
The Creative Brief Learning outcomes: L01, L02, L03 |
Lecture |
Creative Strategy Learning outcomes: L01, L02, L03 |
|
Week 8 |
Tutorial |
Creative Strategy Learning outcomes: L01, L02, L03 |
Lecture |
Ideation Mass Media channels Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Tutorial |
Ideation Learning outcomes: L01, L02, L03 |
Lecture |
Media Module 1: Mass Media Channels (Pre-recorded lecture and online learning content) Learning outcomes: L01, L02, L03 |
|
Week 10 |
Tutorial |
Mass Media Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L04 |
Lecture |
Media Module 2: Social Media Social Media Learning outcomes: L01, L04 |
|
Week 11 |
Tutorial |
Social Media Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Controversial Advertising (Pre-recorded lecture and online learning content) Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 12 |
Tutorial |
Advertising Project Pitch Presentations Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Project Week (no scheduled lecture) Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Course Wrap Learning outcomes: L01, L03, L04 |
Tutorial |
Advertising Project Pitch Presentations Learning outcomes: L01, L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.