Bachelor of Communication (Advertising)
2024 Deakin University Handbook
| Year | 2024 course information |
|---|---|
| Award granted | Bachelor of Communication (Advertising) |
| Deakin course code | A334 |
| Faculty | Faculty of Arts and Education |
| Campus | Offered at Burwood (Melbourne), Online For students who commenced prior to 2023 only |
| Duration | 3 years full-time or part-time equivalent |
| CRICOS course code | 095289C Burwood (Melbourne) |
The final intake to this course was in Trimester 3 2022. Students should contact a Student Adviser in Student Central for course and enrolment information. Further course structure information can be found in the Handbook archive. | |
Course sub-headings
Fees and charges
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
Use the Fee estimator to see course and unit fees applicable to your course and type of place. For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students 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
- a minimum of 6 credit points at level 3
- AAI018 Academic Integrity (0-credit-point compulsory unit)
Course structure
Level 1
| ACC100 | Gutenberg to Zuckerberg: Communication in Everyday Life |
| ALA101 | Advertising Principles and Practices |
| ALA102 | Creative Brand Communication |
Level 2
| ACC213 | Dilemmas, Defamation, Deception and Disinformation |
| ALA201 | Art Direction and Visualisation |
| ALA202 | Copywriting and Ideation |
| ALA203 | Integrated Brand Communication |
Level 3
| ALA302 | Transmedia Storytelling for Brands |
| ALA304 | Creative Advertising Campaigns |
| ACC302 | Advertising: Desire, Consumption and the Attention Economy [replaces ALA303] |
| AWL300 | Internship [replaces ACC320] |
| AWL302 | Your Professional Story [replaces ACC321] |
ACC320 Communication Internship A: Placement [No longer available for enrolment, replacement unit AWL300]
ACC321 Communication Internship B: Career Development [No longer available for enrolment, replacement unit AWL302]
ALA303 International Advertising Campaigns [No longer available for enrolment, replacement unit ACC302]
Course Electives
Complete three 1 credit point units from the following course electives (List A):
| ADT103 | UX Fundamentals [replaces ACG103] |
| ALJ111 | Introduction to Journalism |
| ALJ112 | News Reporting |
| ALM101 | Making Social Media |
| ALM102 | Making Video |
| ALR103 | Introduction to Public Relations |
| ALR104 | Strategic Communication and Writing |
Either
| IND101 | Introduction to Aboriginal Studies |
Or
| IND102 | Aboriginal Australian Stories and Songlines |
Complete three 1 credit point units from the following course electives (List B):
| ADT202 | Web and Interface Design [replaces ADV201] |
| MIS203 | Managing Information in the Digital Age |
| ACC302 | Advertising: Desire, Consumption and the Attention Economy |
| ALJ216 | Feature Writing |
| ALJ221 | Video Journalism |
| ALM201 | Gamified Media |
| ALM202 | Quantified Media |
| ALM216 | Social Media Strategy [replaces ACC303] |
| ALR376 | Ethics, Persuasion and Society |
Either
| IND203 | Caring for Country |
Or
| IND301 | Politics of Resistance in Indigenous Australia |
ACC303 Communication Research Practices [No longer available for enrolment, replacement unit ALM216]
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.