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Advertising G (9112.4)

Level: Graduate Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


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For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

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  • Semester 2, 2020, ONLINE, BRUCE (196066) - View
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  • Semester 2, 2015, ONLINE, BRUCE (139852) - View

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This unit investigates the design and evaluation of communication strategy as it applies to brand advertising, creative development and media use. Consideration is given to the different models of account planning and research methodologies, including market segmentation used in the development of brand advertising, media data and media selection. Influences on consumer behaviour such as psychological, cultural and social factors and its effects on consumer information processing and buying behaviour are analysed.

Learning Outcomes

On completion of this unit students should be able to:

1. Critically analyse the role of advertising in the context of a comprehensive communication strategy;

2. Generate a creative brief;

3. Critically evaluate creative strategy;

4. Critically analyse and construct an appropriate media campaign; and

5. Evaluate the influence of consumer behaviour on communication strategy.

Assessment Items

Contact Hours

Three hours per week.





Assumed Knowledge


Incompatible Units

Restrictions: This unit is not open to students who have passed 7732 Advertising Strategy G

Equivalent Units

7732 Advertising Strategy G

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