Bachelor of Communication (Advertising)
2019 Deakin University Handbook
| Year | 2019 course information |
|---|---|
| Award granted | Bachelor of Communication (Advertising) |
| Course Map | This course map is for new students commencing from Trimester 1 2019. This course map is for new students commencing from Trimester 2 2019. This course map is for new students commencing from Trimester 3 2019. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser. |
| Campus | Offered at Burwood (Melbourne) |
| Cloud Campus | Yes |
| Duration | 3 years full-time or part-time equivalent |
| CRICOS course code | 095289C Burwood (Melbourne) |
| Deakin course code | A334 |
| Approval status | This course is approved by the University under the Higher Education Standards Framework. |
| Australian Qualifications Framework (AQF) recognition | The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7. |
Course sub-headings
- Course overview
- Professional recognition
- Career opportunities
- Participation requirements
- Mandatory student checks
- Pathways
- Fees and charges
- Course Learning Outcomes
- Course rules
- Course structure
- Work experience
- Other learning experiences
Course overview
Catch people's attention, understand the world of brand communication and tell the story that sells. Designed to inspire the next generation of big idea thinkers, the Bachelor of Communication (Advertising) at Deakin allows you to understand complex audiences, analyse media effectiveness and hone your creative thinking.
Do you have a way with words and consider yourself a confident problem-solver?
Explore the principles and practice of advertising with hands-on learning at Deakin. Experiment with future-focused approaches to brand communication, and critically evaluate the role and impact of advertising on society.
From your first year onwards, you'll be connected to a network of advertising professionals who become part of your learning journey. Gain valuable industry experience and build your resume with an internship at an advertising agency or with an 'in house' brand or creative team.
If you're a strategic thinker and like to understand what motivates people, you'll relish the chance to work on real-world client briefs throughout your studies, helping you forge valuable connections with industry professionals.
Through this course, you'll be immersed in:
- advertising principles and practices
- branded content
- copywriting and ideation
- emerging advertising media
- creative work
- strategic planning.
You can also broaden your skill set and career opportunities by taking core elective units in related communication fields like design, public relations, journalism and digital media.
With an accredited advertising degree under your belt, you could transform brand communication in the digital era.
Professional recognition
The Bachelor of Communication (Advertising) is accredited by the International Advertising Association, ensuring you’re across the latest industry standards and remain connected to industry after you graduate.
Career opportunities
Pursue a career in agencies, or work in-house in the commercial, corporate, government and not-for-profit sectors. Deakin graduates find work in roles such as:
- account manager
- advertising art director
- advertising copywriter
- digital creative
- brand specialist
- digital marketer or media specialist
- marketing and communications officer
- media researcher or planner
- social media coordinator.
For more information go to DeakinTALENT
Participation requirements
Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.
Mandatory student checks
Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.
Pathways
Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication (Honours) or the Master of Communication.
Fees and charges
Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit www.deakin.edu.au/fees.
Course Learning Outcomes
| Deakin Graduate Learning Outcomes | Course Learning Outcomes |
| Discipline specific knowledge and capabilities | Apply knowledge of advertising principles, planning processes and creative practice to the evaluation of brand messaging and develop engaging, research-driven and ethically sound multi-channel advertising media content. |
| Communication | Articulate knowledge of advertising industry conditions and apply visual, spoken and textual communication skills to achieve effective advertising outcomes across various cultural and organisational contexts. |
| Digital literacy | Evaluate and apply the software, hardware and digital content that is used to research, produce, disseminate and consume advertising-related media. |
| Critical thinking | Identify and critically analyse contemporary advertising and media platforms as a means of building the adaptability required to develop creative brand content applicable to various sociocultural and organisational contexts. |
| Problem solving | Apply theories and principles of advertising strategy, consumer behaviour, client management and creative process in response to real world client briefs and standard and complex communication problems. |
| Self-management | Maintain professional practice and future career development using self-directed learning skills that have encourage reflective practice consistent with a selected specialisation in the areas of communication strategy, advertising management and creative practice. |
| Teamwork | Contribute positively to collaborative projects, demonstrate the ability to plan and strategise in the context of team driven campaigns, including the ability to display initiative, provide considered feedback and be flexible in the context of project delivery. |
| Global citizenship | Engage with and critically evaluate research materials on ethical and intercultural communication and apply reflective practice principles to model the responsibilities expected of advertising practitioners who work within diverse social, cultural and regulatory frameworks. |
| Approved by Faculty Board March 2017 | |
Course rules
To qualify for the award of Bachelor of Communication (Advertising), a student must complete 24 credit points including:
- 18 credit points of core units
- 6 credit points of electives
- no more than 10 credit points at level 1
- AAI018 Academic Integrity (0-credit-point compulsory unit)
Course structure
Level 1
| ACC100 | Communication in Everyday Life |
| ALA101 | Advertising Principles and Practices |
| ALA102 | Creative Brand Communication |
Course structure
Level 2
| ALA201 | Art Direction and Visualisation |
| ALA202 | Copywriting and Ideation |
| ALA203 | Integrated Communication |
Course structure
Level 3
| ACC320 | Communication Internship A: Placement |
| ACC321 | Communication Internship B: Career Development |
| ALA302 | Transmedia Storytelling |
| ALA301 | Creative Advertising Campaigns (2 credit points) |
Course structure
Electives
Complete three 1 credit point units from the following course electives:
| ACG103 | Design Skills - (Strongly recommended for all advertising students) |
| ALR103 | Introduction to Public Relations |
| ALR104 | Strategic Communication and Writing |
| ALJ111 | News Reporting 1 |
| ALJ112 | News Reporting 2 |
| ALM101 | Making Social Media |
| ALM102 | Making Video |
| IND101 | Introduction to Aboriginal Studies |
Complete four 1 credit point units from the following course electives:
| ALR276 | Ethical Communication and Citizenship |
| ALJ216 | Feature Writing |
| ALJ221 | Video Journalism |
| ALM201 | Unit description is currently unavailable |
| ALM202 | Quantified Media |
| ADV201 | Web Design and Interactivity |
| ACC303 | Communication Research Practices |
| ACC302 | Advertising: Desire, Consumption and the Attention Economy |
| MIS203 | Making Sense of Information |
| IND201 | Aboriginal Knowledges and Experiences: Historical Journeys-Contemporary Perspectives |
Complete six electives, of which at least two must be 2nd or 3rd level
We suggest students complete at least 4 credit points in a subject area different to their degree, preferably a linked sequence of study in the same area. This choice can include units from any degree in the University but is best chosen from the subject areas in the Bachelor of Arts (https://www.deakin.edu.au/course/bachelor-arts). We also recommend students complete at least two more credit points from the core electives listed above.
Work experience
Elective units may provide the opportunity for Work Integrated Learning experiences.
Other course information
Course duration - additional information
Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.
Other learning experiences
There will be opportunities throughout the course for students to engage with real briefs and industry professionals. These experiences will be integrated into units where students will have external clients or industry representatives provide content to more closely connect the learning experience with industry practices.