Ian is the Head of the Media and Advertising Faculty at Macleay College. Ian has extensive international experience in the design, broadcast and advertising industries. These include creative postings in London (Frame Store), Barcelona (OFramestore), Vienna (DMC), Hamburg (Premiere), Berlin (Metadesign) and Sydney (VPB). His portfolio of work includes branding and advertising campaigns for the ABC, the Olympics, Samsung and NSW Tourism. Ian has created award-winning commercials, advertising campaigns, corporate films and documentaries, both in Australia and overseas. His latest film “OUT in the line-up” has picked up awards in Australia, US and Europe.
BACHELOR OF ADVERTISING & MEDIAfind out more
Macleay College’s Bachelor of Advertising & Media is the only specialised degree in Australia that offers a true overview of the whole advertising industry. You will work in teams on real-world projects to gain deep insight into the areas of management, creative and media – and how these areas are increasingly intersecting. Our Bachelor of Advertising and Media will have you ready to take on the advertising and media industry in just 2 years.
You will be able to develop your skills further by specialising in one of 5 elective streams: Management, Creative, Media, Writing, Technology and Business.
When you graduate you’ll have a full portfolio of work including print and digital ads, radio and television commercials, social media projects and marketing and media reports. To top it off, you will also gain valuable writing and blogging experience by working on the student-run advertising blog AdBare.
CRICOS CODE 092900B
Check out Adbare – the Macleay Advertising & Digital Media student blog:
Full Time2 Years
Part Time4 Years
|CREATIVE PROCESSThis unit introduces students to the strategic and creative processes practiced within the advertising industry. Projects require students to understand the creative briefing process, develop creative ideas, then use implementation skills to develop and visualise communication solutions for print media such as ads, posters, magazines and outdoor. The unit investigates semiotics, symbolism and visual language in advertising.|
|FOUNDATIONS OF MARKETINGThis unit introduces students to fundamental concepts of marketing, how marketers respond to various aspects of consumer behaviour and psychology. Marketing is a crucial and overriding activity in the relationship between business and advertising. Marketing most closely focuses on customers, in order to understand their needs (consumer psychology), and to monitor how these needs change over time to develop and deliver products and services that customer’s value.
In this unit students will look at the philosophy of marketing, which is the merit of adopting a customer-oriented perspective to the running of a business and how this relates to advertising. They will also look at the variety of activities that marketers engage in such as segmenting markets, targeting customers, building brands, selling, and developing promotional campaigns. The unit presents its content through marketing and consumer psychology lectures and tutorials, which run concurrently throughout the unit and incorporate workshop style activities.
|DIGITAL DESIGNThis unit provides theoretical knowledge and practical skills in order to create digital artwork, presentations and pre-press production for print and online advertising. Students learn to use industry standard production software: Adobe Creative Suite (Photoshop, Illustrator, InDesign & Acrobat), and basic design and art direction skills using form, colour, typography and layout to compose posters, brochures, advertisements and presentations. In addition, students will set up their own blog using the program WordPress to document their portfolio of work.|
|PROFESSIONAL PRACTICEThis unit introduces students to the job roles, personnel structures, workflow processes and business models of modern advertising agencies. It also introduces them to basic skills in project management and financial planning. Students will learn how to present various projects within the range of advertising activity and how to develop a narrative and presentation skills that enhance the presentation content. In addition students will learn how to present themselves for internship roles with a resumé and cover letter.|
This unit introduces students to cross-media campaign advertising. Students start with the development of an advertising concept for a product, organisation or service, will then be instructed how to produce adaptations and executions for print advertising as well as for audio-visual media such as TVCs (treatments, storyboards and animatics) then extend these into online mediums (banner ads and other online applications). The student will investigate the advertising styles of: visual metaphors, product demonstration and storytelling.
|THE BUSINESS OF ADVERTISING
This unit delivers students an understanding of the legal and regulatory frameworks that inform professional advertising practice. It explores the impact that social, cultural and ethical considerations have on the practice of advertising. Equally the unit examines business practice in advertising, including business structures, operating processes and external business relationships. It offers both theoretical and practical experiences in line with the current professional standards and industry requirements. The unit combines face-to-face lectures, tutorials, contemporary case studies and independent research.
|RESEARCH & INSIGHT
This unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media – Research & Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.
|MEDIA LANDSCAPEThis unit defines various media channels and examines how these are used by the advertising profession to deliver strategic communication messaging – which effectively resonates with target consumers. Further, it explains how research can define target consumer groups and provide media professionals with deep insight into the targets relationship with brands and communication platforms that can be used to develop a media-scheduling plan. It also examines the inter-agency relationships between communications strategy, media planning and investment and explores the job opportunities within these areas.|
|SOCIAL MEDIA STRATEGYThis unit focuses on the creative process, implementation and measurement of non-traditional media and online advertising solutions. It looks at how creative ideas can be applied to a combination of new media formats including: Online, Social, Experiential Events, Mobile and PR to create social media campaigns. It also explains brand strategy, testimonial style advertising and the viral effect. The unit examines the rapidly growing role social media plays in developing advertising and media campaigns by requiring students to devise creative solutions and presentations. Students will also be investigate the analytical and data measurement component of advertising in social media.|
|ADVERTISING INTERNSHIP 1The advertising internship unit prepares students to adopt a mature, informed and confident stance toward the world of work and those inhabiting it. They will learn the value of planning and preparation, and its effect on their initial job search and subsequent career progression. The unit also assists students in producing an online portfolio and blog of professional activities, as well and relevant documentation (resumé, cover letter and portfolio of work) and interview experience needed when applying for professional employment in advertising.|
|BRAND EXPERIENCEThis unit provides students with both a theoretical and practical experience of a cornerstone of contemporary advertising and media – Brand Experience. The learning and assessments will deepen the understanding and appreciation of the real and intangible essences that constitute Brand, and the way we as consumers and as marketers employ a Brand’s strategic worth to create experiences to generate value, meaning, sustainability, and sales. The unit will be a combination of face-to-face lectures, tutorials and independent research into contemporary thinking around the strategic possibilities of Brand Experience engagement.|
|THE MARKETING PLANThis unit provides students with the knowledge and skills necessary to develop a strategic marketing plan for a nominated organisation. It will first provide an opportunity for students to familiarise themselves with an organization, its products and its markets. The student will then develop a comprehensive marketing plan for a new or extended product for the organisation. The unit will also look at the metrics deployed to measure the effectiveness of marketing strategies. Students will also be required to implement a creative or account management advertising solution based on the presented marketing plan.|
|MOBILE COMMUNICATIONSThis unit focuses on the practical usage of advertising in a mobile setting – introducing students to the types of mobile advertisements and the distinct differences from desktop web-based promotions. The unit will be a combination overview survey of different current advertising models and practical implementation for mobile devices (phones and tablets) through stand-alone apps, mobile web and mobile social media. Students will analyse the current state of play for mobile advertising and leading agencies providing mobile ads. Evaluate the different mobile advertising channels (mobile web, app-based and social) and understand the benefits of each channel. Further, students will be required to undertake a deep review of an active mobile advertising campaign and investigate its effectiveness and produce an alternative interactive mobile advertisement for presentation in class.|
|ADVERTISING: PAST, PRESENT& FUTUREThis unit engages students with both a theoretical and practical understanding of the key evolutionary stages in advertising and media with a keen eye towards future change. The learning and assessments ground students historically in the foundations and transitions within the field, and through an appreciation of this timeline offer potential scenarios for the future. The unit will be a combination of face-to-face lectures, tutorials and group activities that investigate the sources of the shifts within the discipline as a result of the evolutionary interaction between audiences, products brands, cultures and technology.|
|MAJOR PROJECTThis unit allows students to develop a major advertising project under the mentorship of advertising professional. The project can be either: creative; a strategic media project; or a marketing or account management project. It must involve a high degree of investigative research, deep analysis and synthesis to create an original piece of work to high professional standards. This unit is not delivered as a lecture and tutorial style of delivery, but rather through briefing and mentorship.|
|THE PITCHThis unit delivers students a detailed understanding of the essential process of pitching concepts and proposals as well as the dynamics of business development and pitching for New Business. The subject will work through a standard pitch process from contact strategies to briefing to presentation development to The Pitch itself. Students will be given the opportunity to demonstrate their strategic and creative skills, their business acumen and their ability to craft and deliver a compelling pitch presentation. This unit will run in conjunction with the Major Project unit, and culminate in the student pitching their project to an industry panel. The unit will combine face-to-face lectures, tutorials, in class workshops, research, individual and group assessments and finally the theatre of The Pitch.|
|INTERNSHIP 2As a result of successfully completing this unit, degree level students should adopt a highly professional and confident approach to the presentation of themselves and their work. They should demonstrate a deep understanding of the professional world they are about to enter and the expectations the industry will have of them as degree graduates. They will have gained a high level of experience in comprehensive project planning and preparation, understanding the importance of collaboration and being part of a professional team, working with dedication, application and perseverance – and reflecting on the effect that these behavioural elements have achieving optimal job opportunities and outcomes as well as enhancing their career progression.|
|CONSUMER BEHAVIOURThis unit explores the world of the consumer and what motivates and influences them in the decision-making process. Students examine what shapes these influences by looking at internal factors of perception, personality and attitudes, as well as the external factors of culture, social class, age and lifestyle.|
|ART DIRECTION & DESIGNThis unit develops the student’s knowledge and skills in creating, managing and delivering strategic design for advertising, specifically through the role of the Art Director. The unit features specialised lectures and workshops in contemporary graphic design, typography and artistic direction for photo, film, print and online productions. This subject will be a combination of face-to-face lectures, tutorials and collaboration with industry. On completion of the unit the student will present a portfolio of work.|
|COPYWRITINGThis unit delivers students both theoretical and practical experiences in written communications and in writing compelling and convincing copy for advertising. The unit enables students to integrate strategic, creative and ideation processes into targeted advertisements and campaigns across traditional and non-traditional media. At the core of this unit will be the central creative idea and how that is transmitted through writing. The unit will be a combination of face-to-face lectures, workshops/group brainstorming, tutorials and guided independent learning through regular readings into cutting edge commercial copywriting practice and independent out-of-class assignments.|
|DIGITAL PHOTOGRAPHYThis unit introduces students to the medium of digital photography as it is used in the advertising profession. It incorporates technical skills based around camera operation, exposure, lighting and shooting, as well as developing conceptual and stylistic skills, photo shoot planning and budgeting.|
|DIGITAL BUSINESS COMMUNICATIONSThis unit introduces students to the challenges and opportunities offered through the use of digital communications in business. Communication has always been a fundamental component of doing business. Throughout history there have been many innovations and changes to the ways in which we communicate. However, the advent of digital communications has resulted in major shifts in the way we communicate in society as whole, not just business. Today, most people are ‘always connected’ via their mobile devices. Digital communications have changed the way we identify with one another and form communities. Given the ubiquitous nature, the ability to effectively communicate in the digital world is vital for all.|
|ACCOUNT MANAGEMENTThis unit offers specialised training for students who are particularly interested in the role of the account manager in advertising. It examines the two main areas of activity for an account manager of: Client and Business Management; and Project Management and Delivery. The unit will be a combination of face-to-face lectures, tutorials, project work and independent research into best practice advertising management.|
|ADVANCED DIGITAL DESIGNThis unit delivers advanced training in the industry standard design and production software: Adobe Creative Suite (Photoshop, Illustrator, InDesign). Students will also further develop graphic design, art direction and presentation skills using colour, illustration, typography and layout in order to create visuals and production ready artwork for multi-disciplined (print and online) advertising campaigns.|
|AUDIO STORYTELLINGThis unit delivers students both theoretical and practical experiences in audio storytelling. The unit covers both broadcast and webcast, in the form of radio copywriting and production, and audio creation and production for podcasts. Students are introduced to the subtleties, difficulties and advantages of using sound-only medium. The unit will also require students to investigate the future of radio and other audio platforms as integrated mediums with digital, online, video and social media components.|
|VIDEO PRODUCTIONThis unit introduces students to the production process of making advertising videos, and films for TV, cinema and online. It covers the roles and processes in pre-production (director’s treatment, storyboard, location research, casting, styling, music, voice-over, graphics, production scheduling and budgeting). It also gives students understanding and practical hands-on experience with the production skills involved in filming and editing an advertising film.|
|INTEGRATED MARKETING COMMUNICATIONSThis unit focuses on the coordination and integration of all marketing communication tools within an organisation (advertising, public relations, sales promotions and personal selling), in order to maximize the impact on customers and stakeholders. Specifically, students will consider internal and external communications, traditional and new media planning, and be able to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, student presentations, independent student research and blended learning.|
|STRATEGIC MEDIA PLANNINGThis unit explores what media strategy is, and the cognitive processes involved within the media profession when strategically planning and placing advertising on various communication platforms in order to most effectively reach target consumers. The unit investigates how strategic analysis of audience, brands and communication platforms have a direct influence on the effectiveness of a campaign and the return on investment for clients.|
|USER EXPERIENCE DESIGNIn this unit, students will gain real-world skills and knowledge to be better able to design and develop User Experience (UX) Designs. The unit will cover UX for web and mobile with learning through a combination of theoretical and hands-on exercises. This unit examines why UX Design is critical to the success of any website or mobile app and provides a key competitive advantage. The student will research and review various aspects of target research, product development, design, technical implementation, marketing and feedback.|
|WRITING FOR DIGITAL COMMUNICATIONSThis unit delivers both theoretical and practical experiences building on previous learning regarding commercial copywriting. This subject goes beyond just producing digital ‘content’ to creating big promotional ideas through ideation techniques specific to digital platforms. Students will analyse the nature of copywriting into the future of the digital advertising space. The unit will be a combination of face-to-face lectures, tutorials and independent research into the cutting edge of digital media, the use of copy in digital communications and latest thinking and techniques to integrate digital design with digitally communicated advertising-promotional copy.|
|ADVANCED VIDEO PRODUCTIONThis unit develops students’ advanced video production and postproduction knowledge and skills. It features specialised lectures and workshops in filming, cinematography, editing and postproduction to train students for creative and production roles within the advertising and production industries. The unit will be a combination of face-to-face lectures, tutorials, workshops and collaboration with industry. On completion of the unit the student will present a portfolio of video work.|
|DIGITAL MARKETING STRATEGYTraditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This unit takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.|
|ENTREPRENEURSHIP IN ADVERTISINGFar beyond simply coming up with a creative selling campaign, advertising is increasingly developing creative ideas for products and services based on a client’s core brand qualities. This presents entrepreneurial opportunities for both parties to work collaboratively to develop these as revenue streams and business models. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. This unit will expose students to the process of entrepreneurship and creativity, and develop knowledge and skills around business know-how and entrepreneurship in advertising. On completion of this unit, students will have an increased understanding of entrepreneurship, entrepreneurs and the significance of innovation in small and medium size enterprises (SMEs). The associated skills and techniques acquired will form a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.|
|GAMIFICATIONThis unit gives students theoretical and practical experience in the increasingly important realm of gaming within the advertising industry. It looks at how interactivity is becoming an essential part of building brand connection and loyalty, and how gaming is being used to increasingly to engage a brand’s audience and emotionalise the product experience. The student will be exposed to theories and discussions, but also required to develop creative concepts and implementation for advertising gaming projects.|
|APP DEVELOPMENTIn this unit students learn how to conceptualise, design and create mobile apps for iOS and Android devices. Students will synthesise and evaluate the various processes involved in app creation — from user journeys to wireframes, interface designs, testing strategies and iterative development models. Students will know how to analyse the scope of an app development project and draw up strategies to ensure the project achieves the intended results. The theoretical and practical activities take students through the entire app development process, from the original concept to the release and testing on iOS and Android platforms. While coding will be discussed, this unit is not about how to code an app and therefore no coding knowledge is required. The unit will emphasise user-interface (UI) and user-experience (UI) design, as well as app promotion and sustainability. By the end of the course students will have created a clear, accurate visual representation of an app concept that’s feasible and useful, along with a plan that can turn the app from a concept into a reality.|
|APPLIED MARKETING PSYCHOLOGYBased on the themes of Product, Place, Person, Process and Purchase, this unit examines the psychology of branding (product), psychological aspects driving online marketing (place), the psychology behind successful marketers (person), the psychology of persuasion (process), and psychological aspects that influence the buying situation (purchase). This innovative subject provides a unique view of applied marketing, integrating theories from psychology, sociology, anthropology and business studies. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, student presentations, independent student research and blended learning.|
|ENTREPRENEURSHIP PROJECT 1The Entrepreneurship Project encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation, and the impact of this process on the success of new enterprise creation. On completion of this module students have an increased understanding of entrepreneurship, entrepreneurs and the significance of innovation in small and medium-sized enterprises (SMEs). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.|
|ENTREPRENEURSHIP PROJECT 2In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. Entrepreneurship Project 2 exposes students to the process of entrepreneurship and creativity. This module is about learning by doing – applying entrepreneurial thinking to the development of viable business concepts. On completion, students know how to develop and evaluate innovative, sustainable, investment-ready business ventures; and it’s even quite possible that some of these student-led ventures will spin out of the classroom and into the real world.|
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Dream Advertising careers are Made at Macleay! After only two years, you could be working in Advertising, Media or Marketing as a:
- Social Media Coordinator
- Account Manager
- Art Director
- Media Planner
- Brand Strategist
- Agency Producer
- Content Producer
- Marketing Coordinator
Jason Gemenis teaches the Digital Design and Brand Strategy units and has enjoyed passing on his knowledge to Macleay students since 1998. He is a branding and digital strategy expert with over 16 years’ industry experience. He has worked with brands such as McDonalds, Nestle, P&G and Sony Pictures, and keeps himself at the cutting edge of new multichannel campaigns working with DDB, MANGO, Hausmann, and other digital agencies.
Julieann has extensive high-level experience as a visual communicator and graphic designer. Starting her career as an Art Director in publishing in Sydney, Julieann travelled to London and freelanced for Condé Nast. She returned from London to establish Axis Design Works in 1991, a design consultancy specialising in visual identity and image management, branding, packaging, communication materials and strategic marketing. Clients include: American Express, Australian Paralympic Committee, Commonwealth Bank, Fairfax, Sydney Swans, Wesfarmers, RTA. Julieann is currently undertaking a Masters of Applied Positive Psychology (Education).
Cameron Horn is an internationally awarded marketing professional with over 22 years of experience. His Advertising Industry roles have included Creative Director for Reg Grundy Media and Macquarie Media, Senior Creative for Australian Radio Network, Clear Channel and currently Southern Cross Media, as well as Media Liaison and Research for NSW Parliament. He has a Masters in Marketing, a Masters in Professional Writing and has twice won categories at the New York Advertising Festival. Other awards include 7 wins and 18 finalists at Australian Broadcast Advertising Awards.
Glen Fraser teaches the Professional Practice unit and is the Advertising & Media Internship Coordinator. Glen has more than 25 years’ experience in Advertising, Marketing and Communications in Europe and Australia – and has worked at agencies such as Ogilvy London, Y&R Brands and EURO RSCG Australia. He has broad experience across local, independent and multi-national agencies covering FMCG, retail, healthcare fashion, airlines and automotive industries. Glen has spent the last 12 years in agency management as either Partner or MD/CEO.
Cisco Corea teaches MOJO, the mobile journalism unit, and supervises Macleay TV. He is a commercial producer and director with over ten years’ experience in the industry. Currently he runs his own production company jokertheory which services MTV Networks, Hitachi, ANZ Bank, Universal Music and Samsung. He is also the senior producer for Ministry of Sound Radio which is broadcast weekly on the Austereo Network across Australia and New Zealand.