50651 Strategic Brand Advertising

8cp
Requisite(s): 50498 Advertising Creative Strategies
Professional Strand – Public Communication – 300 level

This subject concentrates on advanced advertising strategies as a component of integrated brand initiatives that occur across a variety of media and contexts. Students explore the purpose of understanding brands from the consumer's perspective, factors driving changes in management and strategy, the implications for advertising practitioners and the contribution of advertising in building strong brands. A critical research and practice-based approach to strategic brand planning is taught in which students use contemporary and experimental qualitative research techniques to uncover ideas with creative potential for use in advertising. Students develop their creative solutions in a variety of channels as part of a total communications approach, using technologies previously taught in the subject.

Typical availability

Autumn semester, City campus

Detailed subject description.

Fee information

2008 contribution for post-2008 Commonwealth-supported students: $1,416.50
Note: Students who commenced prior to 1 January 2008 should consult the Student contribution charges for Commonwealth supported students
Not all students are eligible for Commonwealth Supported places.

2008 amount for undergraduate domestic fee-paying students: $3,128.00

Note: Fees for Postgraduate domestic fee-paying students and international students are charged according to the course they are enrolled in. Students should refer to the Annual Fees Schedule.

Subject EFTSL: 0.167

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at Access conditions and My Student Admin.