Required texts

There is no prescribed textbook for this unit. All readings are made available in Canvas. 

Highly Recommended Readings (not compulsory)

Drewniany & Jewler (2014). Creative Strategy in Advertising (11th Edition). WADSWORTH, Cengage Learning.

Hackley C. & Hackley, R. A. (2015). Advertising & Promotion (3rd Edition). SAGE.

Kelly, D. L. & Jugebheimer, W. D. (2015). Advertising Account Planning – Planning and Managing an IMC Campaign (3rd Edition), M. E. Sharpe, Inc. (Taylor & Francis Group).

Parente, D. E. & Strausbaugh-Hutchinson, K. L. (2015). Advertising Campaign Strategy – A guide to Marketing Communication Plans (5thedition), Cengage Learning, Australia.

Rossiter, J. R., Percy, L. & Bergkvist, L. (2018). Marketing Communications - Objectives, Strategy, Tactics, Sage Publishing.  

Sharp, B. (2010) How Brands Grow. OUP Australia & New Zealand.

Other Good Readings

Altstiel, T. & Grow, J. (2017).  Advertising Creative – Strategy, Copy, Design (4th Edition).SAGE.

Casmir, J. (2010). The Gruen Transfer. ABC Books.

Moriarty, Mitchell, Wells, Crawford, Brennan, Spence-Stone (2015). Advertising – principles and practice (3rd edition), Pearson, Australia.

Smith, P. R. & Zook, Z. E. (2016). Marketing Communications – Offline and Online Integration, Engagement and Analytics (6th edition). KoganPage.

Periodicals:

Advertising Age

AdNews

Adweek

Australian Creative

B&T Weekly

Campaign Brief

Campaign UK

D&AD Annuals

Shots Magazine

The One Show

Websites:

 - access through UC Library Database

Submission of assessment items

Special assessment requirements

All assessments need to be attempted to pass the unit.

Please note this means you need to 'attempt' all assessments. There is no requirement to pass all assessments. If the unit total is above 50% after attempting all assessments, you have passed the unit. 

However, if your total for the unit is above 50%, by attempting only two assessments, you will NOT be eligible to pass the unit. 

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and 91Porn (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

Contribution and punctual appearance for tutorials will contribute to a deeper understanding of the unit content and assignment success. It may be difficult to succeed in this unit if there is a lack of engagement. 

ONLINE TUTORIAL

Students will require a working mic and webcamera during online tutorials. 

Required IT skills

Students are expected to be able to access materials on the unit's Canvas site, and competency in PC based MS operating systems is expected (PowerPoint, Word). Navigate through Zoom and ensuring their audio/video settings are working. 

Work placement, internships or practicums

None

Additional information

Enrolment

It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit enrolment details via MyUC before the end of Week 1. 

Moderation

Moderation of each assessment and the final results are practised to ensure maintenance and uniformity of consistent standards.

Schedule

The Unit Convener reserves the right to vary the lecture and tutorial schedule if another important work matter arises. Notice of such variation will be made through the Canvas announcement.

Student responsibility

Suppose there is any doubt about the requirements of any particular assignment or assessment procedure. In that case, the onus of clarification rests with the student who should contact the convener about the matter. Students have a responsibility to:

• read, understand and respect the rules set for this unit;
• familiarise themselves with the conventions of referencing in their discipline, and avoid all acts which could be considered plagiarism. Refer to the Academic Skills Centre for more information.

Provision of information

Announcements made at lectures are deemed to be made to the whole group and will be recorded in that lecture. Recorded lectures will be available on the Canvas site of this unit.

• Semester 1, 2024, On-campus, UC - Canberra, Bruce (217431)
• Semester 1, 2023, On-campus, UC - Canberra, Bruce (211907)
• Semester 1, 2022, On-campus, UC - Canberra, Bruce (206469)
• Semester 1, 2021, On-campus, UC - Canberra, Bruce (199223)
• Semester 1, 2020, On-campus, UC - Canberra, Bruce (193947)
• Semester 1, 2019, On-campus, UC - Canberra, Bruce (184422)