Bachelor of Communication (Advertising)

The RMIT Bachelor of Communication (Advertising) provides professional preparation at degree level for a stimulating career in the highly competitive and constantly changing global Advertising industry.

The program has three distinct emphases:

Art Direction,Copywriting and Strategy Planning/Account Management.

There is a strong focus on critical and conceptual thinking and you will learn how to use these skills to solve marketing problems, generate attention for brands and products and build an emotional bond between a brand and consumers.This program offers you a creative advertising degree that combines theoretical and industry knowledge with hands-on professional skills including copywriting, art direction and strategy planning.

It provides an overview of the role and value of advertising within broader marketing and communication practice, as well as in depth study of advertising media, strategy and creative disciplines.

You will experience a variety of interactive learning and teaching approaches, both face to face and online, with a strong emphasis on industry relevance and creative outcomes.At the conclusion of this program, you will have knowledge and skills in the creative and the creative management areas of advertising and be able to communicate your advertising solutions effectively and confidently with clients, suppliers and others.

Graduates of this program may work in advertising or communications agencies or client organisations in roles including art direction, copywriting, strategy planning and account management.

Year One of Program

Complete the following Four (4) Core Courses:

Complete Two (2) Courses in the first block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three Course list.

AND

Year Two of Program

Complete the following Three (3) Core Courses:

Complete two (2) courses in the second block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three course list.

Complete One (1) Course in the School Options list that you have not taken or passed already. Please refer to the list of School Option courses at the end of this program structure document.

Select and Complete One (1) Course from:

AND

Year Three of Program

Complete the following Two (2) Core Courses:

Complete the only one (1) course in the last block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three course list.

Select and Complete One (1) Course from:

Complete Two (2) courses in the School Options list that you have not taken or passed already. Please refer to the list of School Option courses at the end of this program structure document.

AND (

Contextual Studies: Approaches to Popular Culture

Year One: Select and Complete Two (2) of the following Courses:

Year Two: Select and Complete Two (2) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Asian Media and Culture

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete Two (2) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Cinema Studies

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete Two (2) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Literary Studies

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete Two (2) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Politics, Economies and Communication

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete Two (2) of the following Courses:

Year Three: Complete the following One (1) Course:

) AND

School Options:

School Options:

You must have successfully completed an Australian Year 12 (or equivalent senior secondary school) qualification.

For equivalents to Australian academic entry requirements, see the Country Equivalency web page on the RMIT website.

Prerequisites

Victorian Certificate of Education (VCE) units 3 and 4: a study score of at least 33 in English (EAL) or at least 28 in English other than EAL.

International English language requirement

A minimum of IELTS (Academic module) overall score of 6.5, with no band less than 6.0, or equivalent. For equivalents to English entry requirements, see the English requirements web page.

Selection task

All applicants must complete and submit the selection task. Some applicants may be required to attend a folio presentation.

On successful completion of this program you will be able to:

• produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills
• apply a body of theoretical and practical knowledge and specific skills in your discipline in which to base your professional practice or future study
• critically analyse, synthesize and reflect on your discipline in both local and international contexts
• demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline
• communicate using diverse formats and strategies to audiences within and external to your discipline
• work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice
• apply initiative and judgment in planning, problem solving and decision making in your practice or future study
• identify, evaluate and critically analyse cultural, historical and theoretical practices which contextualise your professional practice and further study