Bachelor of Communication (Advertising)

2020 Deakin University Handbook

Note: You are seeing the 2020 view of this course information. These details may no longer be current. [Go to the current version]

Year	2020 course information
Award granted	Bachelor of Communication (Advertising)
Course Map	This course map is for new students commencing from Trimester 1 2020. This course map is for new students commencing from Trimester 2 2020. This course map is for new students commencing from Trimester 3 2020. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central.
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

Designed to inspire the next generation of ‘big idea’ thinkers, the professionally accredited Bachelor of Communication (Advertising) gives you the skills to understand complex audiences, analyse media effectiveness and hone your creative thinking. Prepare for the challenges and excitement of developing incisive brand communication for the digital era as you work across real-world projects and connect with advertising practitioners.

Discover what makes a good ad by exploring the principles and practice of advertising. You’ll also experiment with future-focused approaches to brand communication, and critically evaluate the role and impact of advertising on society.

From your first year, you'll connect with a network of advertising professionals who will become part of your learning journey. Better still, you’ll build valuable industry experience and enhance your resume with an internship at an advertising agency, or with an 'in-house' brand or creative team.

Do you have a way with words and consider yourself a confident problem-solver?

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 internationally 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 the Current students fees website.

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 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 September 2019

Course rules

To qualify for the award of Bachelor of Communication (Advertising), a student must complete 24 credit points including:

12 credit points of core units
3 course electives from level 1 (List A)
3 course electives from level 2/3 (List B)
6 credit points of electives (at least two must be 2nd or 3rd level)
no more than 10 credit points at level 1
no fewer than 6 credit points at level 3
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

Electives

Complete 6 electives, of which at least 2 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. We also recommend students complete at least 2 more credit points from the core electives listed.

Course structure

Course Electives

Complete three 1 credit point units from the following course electives (List A):

ACG103

Design Skills - (Strongly recommended for all advertising students)

News Reporting 1

News Reporting 2

Making Social Media

Making Video

Introduction to Public Relations

ALR104

Strategic Communication and Writing

IND101

Introduction to Aboriginal Studies

Complete three 1 credit point units from the following course electives (List B):

ACC302

Advertising: Desire, Consumption and the Attention Economy

ACC303

Communication Research Practices

ADV201

Web Design and Interactivity

Feature Writing

Video Journalism

Gamified Media

Quantified Media

Ethical Communication and Citizenship

IND201

Aboriginal Knowledges and Experiences: Historical Journeys-Contemporary Perspectives

MIS203

Making Sense of Information

Course structure

Level 3

ACC320

Communication Internship A: Placement

ACC321

Communication Internship B: Career Development

ALA301* Creative Advertising Campaigns [2 credit points] (No longer available for enrolment)

*2 new units ALA303 and ALA304 to replace ALA301 commencing 2020

ALA302

Transmedia Storytelling

ALA303

International Advertising Campaigns

ALA304

Creative Advertising Campaigns

Course structure

Level 2

ACC213

Media Law and Ethics

ALA201

Art Direction and Visualisation

ALA202

Copywriting and Ideation

ALA203

Integrated Communication

Work experience

Work Integrated Learning experiences are embedded within the course’s core units.

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.

Further information

Student Central can help you with course planning, choosing the right units and explaining course rules and requirements.

Contact Student Central

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.

There are opportunities to engage in global mobility (domestic and international) programs including overseas internships and study abroad (subject to offer).