Advt7508@business.uq.edu.au
Dr Anne-Maree O'Rourke
Course overview
- Study period
- Semester 1, 2026 (23/02/2026 - 20/06/2026)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
The advertising and media industry plays a significant role in developed and an increasingly significant role in emerging economies. This course introduces students to the fundamentals of advertising, including the business of advertising, the history and structure of the industry, and the role of regulatory frameworks. There is a particular emphasis on developing a practical knowledge of advertising, including the process of developing advertising strategies and the evaluation of strategy effectiveness. Guest speakers from the advertising industry will share various stakeholder perspectives, and their views on the defining characteristics of successful campaigns.
This course is designed to introduce you to the field of advertising and promotion. The focus is on the business of advertising, as well as advertising's central role in media and communications in both private and public domains. We will be looking at the field from an integrated marketing communications perspective, examining how advertising fits within broader strategic marketing and communication strategies.
Practical workshop activities enable students to gain an understanding of the "nuts and bolts" of advertising and its place within communicative, management, institutional and marketing contexts. The development of an advertising campaign brief requires an understanding of the overall marketing process, how to identify and develop strategies to connect with consumer segments, methods and theories of communication and engagement, and campaign planning and impact measurement.
The processes through which advertising programs are planned, developed and executed is examined. The advertising environment is discussed, including the regulatory, social and economic factors that influence campaign strategy. Some advertisements and current trends are discussed, along with examples and issues that arise throughout the semester in news and current affairs, trade news, the internet and popular culture.
You will also gain practical exposure to the industry through application activities in the workshops, and assessment tasks.
Course Changes in Response to Previous Student Feedback
The assessments have been completely modified in response to student feedback
Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.
Course requirements
Recommended companion or co-requisite courses
We recommend completing the following courses at the same time:
MKTG7501
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT2509 or MKTG3502 or 7508
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Course coordinator
Dr Anne-Maree O'Rourke
Lecturer
Dr Anne-Maree O'Rourke
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching 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 aims to give students an overview of the advertising and media industries. It focuses on the planning and production of advertising and aims to provide students with an understanding of how advertising fits into the broader context of the business operations of advertisers (firms and organisations investing in advertising), advertising agencies, and the commercial media and telecommunications industries.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Demonstrate understanding of the way different media are used in advertising and explain why particular media and combinations of media are used in advertising campaigns.
LO2.
Identify different kinds of advertising and advertising messages, and the reason why they are used (or not) in campaigns.
LO3.
Demonstrate understanding of what makes advertising effective, including metrics and tactics for measuring effectiveness.
LO4.
Develop practical skills in creative strategy in advertising, examining various creative approaches, appeals and executions used by advertisers.
LO5.
Develop competencies in the areas of creativity and written communication.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Creative Brief Part A | 25% |
17/04/2026 1:00 pm |
| Paper/ Report/ Annotation | Creative Brief Part B | 40% |
20/05/2026 1:00 pm |
| Examination |
Final Exam
|
35% |
End of Semester Exam Period 6/06/2026 - 20/06/2026 |
Assessment details
Creative Brief Part A
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25%
- Due date
17/04/2026 1:00 pm
- Learning outcomes
- L03, L04, L05
Task description
This assessment involves preparing sections of a creative brief. Individually, you are to choose a client and develop a creative brief for a brand/product/service/idea. Further details about this task will be made available in class and on Ultra.
AI Statement:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
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.
Creative Brief Part B
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40%
- Due date
20/05/2026 1:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
This assessment involves preparing a complete creative brief, taking into account the feedback received from Part A. This is an individual task and relates to the same client and brand/product/service/idea chosen for Part A. Further details about this task will be made available in class and on Ultra.
AI Statement:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
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.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 35%
- Due date
End of Semester Exam Period
6/06/2026 - 20/06/2026
- Other conditions
- Time limited, Secure.
- Learning outcomes
- L02, L03, L04, L05
Task description
The exam will consist of two parts:
Part A: MCQs
Part B: Short Answer Questions
More detail about the material covered in the exam will be shared in class and on Blackboard.
AI Statement:
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed book examination - no written materials 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
Library resources are available 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 Learning outcomes: L01, L02, L03 |
Week 2 |
Lecture |
The Communication Process Learning outcomes: L01, L02, L03 |
Tutorial |
Introduction to Advertising Learning outcomes: L01, L02, L03 |
|
Week 3 |
Lecture |
Consumer Behaviour and Empowerment Learning outcomes: L01, L02, L03 |
Tutorial |
The Communication Process Learning outcomes: L01, L02, L03 |
|
Week 4 |
Lecture |
Consumer Insight and Strategy Learning outcomes: L01, L02, L03 |
Tutorial |
Consumer Behaviour and Empowerment Learning outcomes: L01, L02, L03 |
|
Week 5 |
Lecture |
Creative Strategy Learning outcomes: L01, L02, L03 |
Tutorial |
Consumer Insight and Strategy Learning outcomes: L01, L02, L03 |
|
Week 6 |
Lecture |
Media Strategy and Planning Learning outcomes: L01, L02, L03 |
Tutorial |
Creative Strategy Learning outcomes: L01, L02, L03 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 7 |
Lecture |
Media Strategy and Selection Learning outcomes: L01, L02, L03 |
Tutorial |
Media Strategy and Planning Learning outcomes: L01, L02, L03 |
|
Week 8 |
Lecture |
Creative Brief Workshop Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Media Strategy and Selection Learning outcomes: L01, L02, L03 |
|
Week 9 |
Lecture |
Advertising Analytics Learning outcomes: L01, L02, L03 |
Tutorial |
Sustainability and Issues in Advertising Learning outcomes: L01, L02, L03 |
|
Week 10 |
Lecture |
Social, Ethical and Regulatory Aspects Learning outcomes: L02, L03 |
Tutorial |
Advertising Analytics Labour Day Public Holiday - Monday 4th May 2026 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03 |
|
Week 11 |
Lecture |
Measuring Program Effectiveness Learning outcomes: L04 |
Tutorial |
Social, Ethical and Regulatory Aspects Learning outcomes: L02, L03 |
|
Week 12 |
Lecture |
Industry Guest Lecturer Learning outcomes: L04 |
Tutorial |
Measuring Program Effectiveness Learning outcomes: L01, L02, L03 |
|
Week 13 |
Lecture |
Selling Your Work + Course Review Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Drop-in for Final Assessment Attendance is OPTIONAL. Tutorials will be used as a drop-in opportunity to seek final guidance for the Creative Brief Part B from your tutor. |
Additional learning activity information
Sustainable Development Goals
This course integrates the following Sustainable Development Goals (SDGs) through lectures and assessment.
Goal 3: Good health and well-being
Goal 8: Decent work and economic growth
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 for Students Policy and Procedure
- AI for Assessment Guide
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.