CAREERS | WHAT IS MEDIA | JOB BOARD | TRAINEE PROGRAM | COURSES | MEDIA RESEARCH


• RMIT UNIVERSITY, MELBOURNE
• TAFE - NSW
• THE UNIVERSITY OF SYDNEY
• UNIVERSITY OF TECHNOLOGY, SYDNEY
• AFA ADSCHOOL
• CHARLES STURT UNIVERSITY, BATHURST
• QUEENSLAND UNIVERSITY OF TECHNOLOGY
• THE UNIVERSITY OF CANBERRA
• DIGITAL CADET
• NIELSEN

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RMIT UNIVERSITY, MELBOURNE



CERT IV/DIPLOMA OF BUSINESS/ADVANCED DIPLOMA OF BUSINESS ADVERTISING

These programs provide professional training in all aspects of the advertising industry and related fields for those who desire to enter as practitioners and for those who are already in advertising or related areas. The primary focus is business communication.

Workplace competency standards apply in the traditional areas of advertising studies, which include the marketing concept, consumer behaviour, creative and production elements in advertising , copywriting and art direction, advertising research, and media planning and buying.

Cert IV and Diploma of Business Advertising courses for semester 1 and 2 - year 1

Semester 1

• Produce Job Costing Information
• Operate Computer Packages
• Conduct Pre-Campaign Testing
• Promote Products and Services
• Introduction to Advertising Media
• The Marketing Concept
• Analyse Consumer Behaviour for Specific Markets

Semester 2

• Analyse and Present Research Information
• Advertising Media Planning
• Monitor Advertising Production
• Schedule Advertisements
• Profile a Target Audience
• Produce Complex Business Documents
• Develop Work Priorities

Diploma and Advanced Diploma of Business (Advertising) courses for semester 3 and 4 - year 2

Semester 3

• Provide Leadership Across an Organisation
• Introduction to Market Research
• Advertising Campaign Presentation
• Create Advertisements
• Ensure Team Effectiveness
• Create an Advertising Brief

Semester 4

• Identify and Implement E-Business
• Develop an Advertising Campaign
• Manage advertising Production
• Execute an Advertising Campaign
• Evaluate Campaign Effectiveness
• Develop a Marketing Communication Plan

CONTACT DETAILS:

Mark Mossuto
Program Coordinator - Advertising and PR
Phone: +61 3 9925 1316
Email: mark.mossuto@rmit.edu.au
Website: www.rmit.edu.au

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TAFE - NSW



CERTIFICATE IV ADVERTISING MEDIA

This course is for people who want to work in the advertising media industry.

You will learn how to work effectively in an advertising media organisation, develop business and analytical skills and use research data to help make decisions about the most effective use of advertising media in the overall advertising and marketing operations of an organisation.

You will also learn how to best prepare client management documents, plan and present the strategic advertising media component of a client marketing plan and negotiate, implement and monitor the most effective advertising media placements.

You will learn through practical industry case studies, project-based learning, operating both individually and in teams.

Group 1 - All module/units must be completed

• Investigate Marketing Communications Concepts and Processes
• Perform Media Calculations
• Evaluate Media Options
• Plan, Buy and Monitor Media
• Use Media Software
• Demonstrate Media Practice Skills

Group 2 - You may choose modules/units from this group but they do not count towards course completion

• Spreadsheet essentials
• Work placement

CONTACT DETAILS:

Steve Keating
Teacher/Course Co-ordinator Advertising Studies
Phone: 9217 4364
Email: Stephen.keating@tafensw.edu.au
Website: www.sit.nsw.edu.au/courses/

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THE UNIVERSITY OF SYDNEY



BACHELOR OF COMMERCE - MARKETING
BACHELOR OF ECONOMICS - MARKETING

To obtain a major in Marketing, students must complete the following units of study:

2 compulsory junior units of study (12 credit points) listed below:

Marketing Principles
This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants, and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.

Marketing Research I
Fundamental to marketing is a requirement to understand who your customers are and what they want. Marketing research is the essential activity of discovering information and presenting it in a useful format to marketing decision makers. This unit introduces the skills and knowledge necessary to allow students to accurately formulate research questions and then discover answers ensuring that these are accurate, reliable and timely. Particular focus is given to different approaches to and aspects of data collection, including: qualitative research; secondary data collection; questionnaire design; sampling; experimental design; validity and basic data analysis.

2 compulsory senior units of study (12 credit points) listed below:

Consumer Behaviour
This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.

Marketing Strategy and Planning
This course will focus on strategic and managerial aspects of marketing. It will cover the development of innovative, business models; segmentation, positioning and lifecycle strategies; and key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect the Unit's strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.

At least 4 units of study (24 credit points) of senior elective units of study selected from the following:

Marketing Channels and Logistics
This unit of study will introduce students to Marketing Channels and Logistics and demonstrate the range of ways in which these important functions complement each other. For example, Marketing focuses on managing and enhancing perceived value from the customer viewpoint, while Logistics focuses on achieving cost-efficient delivery mechanisms. Companies prosper when customers perceive high value and the company achieves this at lowest cost. The unit will address key marketing channels and logistics topics such as, the roles and interface between the marketing and logistics functions within the firm; value exchange (from both business and customer perspective); delivering value through marketing channels and the retail interface. It will also familiarise students with managing relationships across the distribution chain; the role of logistics in the economy; logistics as value streams; order management and customer service; the management of inventory in logistics processes; and logistics, information technology and information systems.

Electronic Marketing*

Marketing Communications
This unit of study offers an introduction to and overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.

New Products Marketing
New products and services are crucial to successful growth and increased profits in many industries. The goal is to help students learn how to develop and market new products and services in both the private and public sectors. A product development assignment is carried out to reinforce the material covered and to provide realistic examples of how new products are designed, tested and launched.

International Marketing
This unit introduces students to international marketing using the marketing concept. It firstly considers environmental factors and then studies how marketing strategies are affected by those environmental factors. It gives students an awareness and understanding of international marketing concepts and highlights their importance in a rapidly changing global economy. Additionally the unit develops students’ skills in designing and implementing marketing strategies in diverse international contexts.

Services Marketing
This unit provides an understanding of the concepts and processes specifically applicable to services marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, relationship marketing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.

Public Relations Management
This unit provides an understanding of the concepts and processes specifically applicable to services marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, relationship marketing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit

Building and Managing Brands
The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand’s overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand’s core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.

Advertising: Creative Principles
Most organisations use advertising to introduce themselves, their products and services to their existing and potential customers. Advertising is their public face and together with integrated marketing communications and public relations is one of the three pillars of commercial communication. This subject explores the creative material that is developed and produced to contact, inform, educate and influence consumer decisions. Advertising is the point where communication theory is put into practice. Through understanding the creative principles and practices of advertising personnel involved in marketing will be able to commission, evaluate and produce creative material to professional industry standards. The subject addresses topics such as the importance of creativity; messaging issues, determining consumer insights; the creative potential and purpose of different media; developing creative concepts; determining the advertising idea; producing the final creative material and taking it to the marketplace.

Contemporary Issues in Marketing*

Please Note. The units of study marked with an "*" will NOT be available for 2008 enrolments.

CONTACT DETAILS:

Dr. Teresa Davis
Senior Lecturer and Chair of Discipline
Phone: (02) 9351 8781
Email: t.davis@econ.usyd.edu.au
Website: www.usyd.edu.au

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UNIVERSITY OF TECHNOLOGY, SYDNEY



COURSE NAME: GRADUATE PROGRAM IN COMMUNICATION MANAGEMENT

INVENTIVE MEDIA IN ADVERTISING

This subject explores the importance of ideas in communication and building brands, the challenges posed by a diverse media landscape and the efficiency of advertising. Against a backdrop of technological change, students will examine the consumer’s interactions with the media, brands, ideas and advertising. As a component of finding insights and recognising ideas, students will examine what changes occur in ideas as they migrate from one channel to another and the associated issues for practitioners. In pursuit of innovative approaches to idea generation, a critical research and practice-based approach will be taken in which students will explore experimental and industry techniques and critique their value in uncovering ideas with practical potential for advertising. Students will develop creative solutions for a variety of channels representative of today’s complex media environment.

Contribution to Graduate Profile
• An understanding of the complexities of contemporary advertising and media
• Competency in analysing research data, academic and professional literatures
• Capacity to define problems, create strategies and execute advertising ideas with media parameters
• Capacity to critically reflect on learning and professional communication practice
• Ability to analyse and apply theories and frameworks in developing and evaluating advertising effectiveness
• Ability to understand and practise leadership in communication strategy

Content
Influence of media on the growth of advertising; new media landscape and implications for advertising; consumer behaviour and relationships with media and advertising; types of media and their usages; medium as the message; development of interactive media. Purpose of idea generation in advertising; theories about ideas and building brands; techniques and tools in creative thinking; campaign development; creativity in ideas; approaches in execution; influence of the media on idea generation, migration and execution.

CONTACT DETAILS:

Ruth Spence-Stone, MBA
Lecturer in Advertising Media Arts, Communication & Information
Faculty of Humanities & Social Sciences
University of Technology, Sydney
Phone: 9514 2291
Fax: 9514 2766
Email: ruth.spence-stone@uts.edu.au
Website: www.uts.edu.au/div/publications/bus/ug/bbus/majors

STRATEGIC BUSINESS MEDIA PLANNING

This subject focuses on the important role of media planning in the development of an organisation's marketing communications activities. It provides an understanding of the media planning process and strategic decision making behind media selection in successful advertising campaigns. It also provides both a theoretical and practical approach to media planning.

Contribution:
This subject builds on prior knowledge gained in 24210 Advertising and Promotions Management by providing a basis for understanding marketing communications and the strategic planning of media activities in both traditional and interactive media. It will develop an understanding of, and skills in, media research to evaluate different proposed media vehicles, reach and frequency calculation, and, writing and presenting a realistic media plan. Further, specific issues in media planning in the areas of communication, IT, cross-cultural studies and business ethics are addressed.

Content:
• Media Planning Process
• Segmenting & Targeting
• Media Selection
• Planning
• Tactics & Implementation
• Media Effectiveness

CONTACT DETAILS:
David Waller, Senior Lecturer
Faculty of Business School of Marketing
University of Technology, Sydney
Phone: (02) 9514 3903
Email: david.waller@uts.edu.au
Website: www.uts.edu.au/div/publications/bus/ug/bbus/majors

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AFA ADSCHOOL



AFA Adschool is the only academically recognised industry education program accredited by the AFA. It offers focused, practical and specialist training across all disciplines of advertising in 20 short courses.

Developed in close consultation with industry groups, practitioners and education leaders, AFA Adschool’s courses are taught by practising advertising and marketing specialists recognised as amongst the best in their fields. Course material, content and teaching methods are constantly reviewed and updated.

AFA Adschool is available in Sydney, Melbourne, Adelaide, Perth, Brisbane and Canberra

Courses
Account Management
Advanced Strategic Planning
Art Direction Principles
Brand Development
Channel Planning
Copywriting
Cost Effective Studio Manag't
Creative Process
Digital Creative
Digital Media
Digital Project Management
Digital Strategy
Effective Healthcare Communication
Foundation
Integrated Brand Management
Media Planning & Buying
Print Production
Retail Marketing
Strategic Planning Principles
Traffic Management
TV Production
Understanding the Creative Process

Workshops
Digital Marketing

CONTACT DETAILS:

Helga Diamond
Phone: (02) 8297 3800
Email: helgad@afa.org.au
Website: www.afaadschool.com.au

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CHARLES STURT UNIVERSITY, BATHURST



BACHELOR OF ARTS (COMMUNICATION - ADVERTISING)

The Bachelor of Arts (Communication - Advertising) course has been recognised by the University as a Nationally Outstanding course.

The course familiarises students with the key areas of the advertising industry: research, strategy, client management, media, creative and production. The course is industry-based and practical with students developing practical skills.

Students work with real clients on real projects and extend their industry insight and understanding through an intense workshop and internship program.

Course Components
The Bachelor of Arts (Communication - Advertising) course is made up of 24 subjects. You will study subjects in areas including: buyer behaviour, design, advertising creative, strategic planning, channel planning and purchasing, client management and international marketing.

Hands-on Experience
Students work with real clients on real projects to produce comprehensive advertising campaigns in Kajulu Communications, our award-winning on campus marketing communication agency.

Practical Experience
Internships of a minimum of four weeks are undertaken by third-year students within major advertising and media agencies. Longer-term internships (from six weeks to six months) in Asia/Pacific, Europe and the USA may also be competitively offered to third-year students.

CONTACT DETAILS:

Rod McCulloch
Senior Lecturer- Advertising
Phone: (02) 6338 4446
Email: rmcculloch@csu.edu.au
Website: www.csu.edu.au

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QUEENSLAND UNIVERSITY OF TECHNOLOGY



MEDIA PLANNING
This course introduces students to the strategic use of media in advertising. Students will develop a working knowledge of the major principles of media planning and buying, audience measurement, media research, new media technology, segmentation and marketing strategy. All types of media will be explored and analysed including, but not limited to, television, radio, magazine, newspaper, outdoor and the internet. This course will be extremely beneficial to students who would like to pursue advertising careers in agencies, for media outlets, or in corporate marketing departments.

Objectives

1. Understand how media strategy fits into the overall marketing plan.
2. Become familiar with sources of secondary research on consumer behaviour, media usage and audiences.
3. Develop a working knowledge of audience measurement terms and statistics.
4. Exhibit an understanding of the characteristics, advantages, disadvantages and buying specifications for differing types of advertising media.
5. Be able to calculate budgets, plan a media calendar and complete a media plan for a national client.

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THE UNIVERSITY OF CANBERRA



B ARTS IN INTERNATIONAL STUDIES/B COMMUNICATION IN ADVERTISING & MARKETING COMMUNICATION
BACHELOR OF ARTS/BACHELOR OF COMMUNICATION IN ADVERTISING AND MARKETING COMMUNICATION
BACHELOR OF COMMERCE/BACHELOR OF COMMUNICATION IN ADVERTISING AND MARKETING COMMUNICATION
BACHELOR OF COMMUNICATION IN ADVERTISING AND MARKETING COMMUNICATION
BACHELOR OF COMMUNICATION IN ADVERTISING AND MARKETING COMMUNICATION/BACHELOR OF LAWS

The University of Canberra, through its School of Professional Communication, offers the above undergraduate degrees which include the Advertising major.

The Advertising major includes the following subjects:

• Professional Communication Foundations
• Professional Communication Theory & Mgt
• Advertising Strategy
• Media Operations*
• Transnational Advertising*
• Copywriting
• Integrated Communication Campaigns
• Brand Building

*New or updated for 2008

CONTACT DETAILS:

Richard Buddle
Course Convenor & Lecturer Advertising/Marketing Communication
University of Canberra
Email: richard.buddle@canberra.edu.au
Website: www.canberra.edu.au

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DIGITAL CADET



Digital Cadet run a training and job placement program sponsored by Australia’s largest and most successful digital marketing companies including ninemsn, emitch, ZenithOptimedia, The White Agency, News Digital Media, Starcom Digital, 24-7RealMedia, Media Smart, BWM, Mindshare, Publicis Digital and Sensis.

Objectives
1. Identify Passionate potential digital media professionals
2. Train you in industry best practices as used by leading digital business
3. Place you into real jobs with Australia largest and fastest growing digital media publishers and agencies.

The Course
The Digital Cadet course has been developed to give you a significant knowledge and skills advantage in establishing your digital media career.

Three units are interwoven to keep the course interesting and challenging over the 3 weeks.

Unit 1. Theory
• Digital Marketing History
• Australian Market Landscape
• Latest Facts & Trends
• The Creative Difference
• Social Networks
• Mobile Marketing
• Web 2.0
• Campaign Processes
• Campaign Strategies
• Case Studies

Unit 2. Practical
• Creating Campaign Material Instructions
• Developing Digital Media Plans
• Campaign Reporting & Optimisation
• Using Industry Recognised Research Tools
• SEM (Search Engine Marketing)
• Google GAP
• Email Marketing
• Market Leading AdServing Tools
• Introduction to Sales & Presentation Skills

Unit 3. Industry Mentorship & Employment
• Interactive presentations from Australia’s leading digital marketers - your potential employers during the course.
• Industry employment interviews with leading digital organisations

CONTACT DETAILS:

Brendon Cropper
Course Director
Phone: 02 9977 3025
Email: brendon@digitalcadet.com.au
Website: www.digitalcadet.com.au
Postal: PO Box 659 Manly 1655

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NIELSEN



The Radio Ratings Certificate Course is designed and conducted by Nielsen Media Research with the support of Commercial Radio Australia.

It is a four part course covering all aspects of Radio surveys from the methodology used (where do the figures comes from?), through to the type of data available and how to read and use it.

The course is divided into four separate parts:

1. Understanding How Survey's Are Conducted
2. Understanding Survey Numbers
3. Using Survey Data in the Sales Environment (targeted to sales people)
4. Programming with Radio Survey Data (targeted to Programming people)

You should at least complete each Parts 1 and 2 before, commencing with Parts 3 & 4.

The course is ideal for (but not limited to) all new staff, including management, especially in the Sales and Programming areas of the radio industry. Media Planners/Buyers at agencies, researchers etc can also benefit from the course. Anyone already working in or with the industry will find it a great refresher to update his or her knowledge of the radio ratings system in Australia.

Note that this is NOT a software training course. This course deals with methodology, survey data concepts and practices, as well as practical means of using the data.

Option 1 - All Modules = $200
Option 2 = Three Modules = $150
Option 3 = One Module = $75

CONTACT DETAILS:

Ann-Maree Nolan
Client Service Manager
Nielsen Media Research, Australia
The Nielsen Company
Phone: (02) 8873 7713
Mobile: 0410 420 632
Email: ann-maree.nolan@nielsen.com
Website: www.nielsen.coursehost.com