Ian is the Head of Advertising at Macleay College as well as a strategist and creative director at Utopia Creative. His portfolio of work includes branding and advertising campaigns for the ABC, the Olympics, Samsung and NSW Tourism. Ian has created award-wining 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.
DIPLOMA OF ADVERTISING & MEDIAfind out more
Our highly regarded Diploma of Advertising and Media is a practical course for those wanting to step into a successful career in the advertising industry. The foundation course offers school leavers a great overview of the exciting new job opportunities in the whole of the advertising industry, including roles on social media and media production. It also offers students who have previously studied marketing, graphic design, psychology or writing an opportunity to specialise their skills and launch their advertising careers.
This advertising course covers all aspects of contemporary advertising across three major areas: creative problem-solving and digital production, account management and media planning, and market research and marketing.
You’ll learn how Advertising agencies and other affiliated creative businesses are structured and run. You’ll gain project-based experience in the creative process, the production requirements for print, broadcast and social media, and in marketing and media. To round out your studies you’ll also be given working knowledge about financial, legal and ethical issues relevant to the industry.
After completion of the Diploma of Advertising & Media, students have the opportunity to articulate into the Bachelor of Advertising & Media, dependant on credit average of 65%.
CRICOS CODE 056023G
Full Time1 Year
Part Time2 Years
|Creative Process This 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.|
|Marketing Fundamentals This 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. 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 lectures, tutorials and workshop style activities.|
|Digital Design This 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 Practice This 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.|
|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.|
|Copywriting and Radio This unit introduces students to the combination of strategic, creative and ideation processes with particular emphasis on the written component of advertising. The unit is delivered in two halves – the first 6-weeks focuses on copywriting for both traditional media (press, print, outdoor, direct mail) and non-traditional media (web, social media, SMS, events, gaming, product placement); and the second 6-weeks on scriptwriting and directing for radio commercials.|
|Campaign Thinking This subject introduces students to the strategic and creative processes practiced within the advertising industry. Students will be instructed to understand the creative briefing process, develop their own creative brief, develop creative strategies and ideas based on the Unique Selling Proposition (USP), then visualize communication solutions for print media such as ads, posters, magazine and outdoor advertising. This unit also introduces students to the role and function of the Art Director in advertising.|
|Media in Advertising This unit defines various media channels and examines how these are used by the advertising profession to deliver strategic communication messaging that effectively resonates with target consumers. Further, it explains how research can define target consumer groups and provide media professionals with deep insights into the target’s 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 Advertising This unit focuses on the creative process, development and implementation of non-traditional cross-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 investigate the analytical and data measurement component of advertising in social media.|
|The Marketing Plan This 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 organisation, its products and its markets. From there, students will develop a comprehensive marketing plan for a new or extended product for the organisation. The unit also looks at the metrics deployed to measure the effectiveness of marketing strategies. Students will also implement a creative or account management advertising solution based on the presented marketing plan.|
|Video Production This 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.|
|Advertising Internship The 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.|
|Per Unit||2016*||Per Unit||2017+|
|Diploma of Advertising & Media||$2,300||$27,600||$2,400||$28,800|
|Per Unit||2016*||Per Unit||2017+|
|Bachelor of Advertising & Media||$2,300||$56,400||$2,400||$58,800|
- *Total course fee for students commencing in 2016, degree fees increase by the CPI in year 2
- +Total course fee for students commencing in 2017, degree fees increase by the CPI in year 2
|Per Unit||2016*||Per Unit||2017+|
|Diploma of Advertising & Media||$2,760||$33,120||$2,880||$34,560|
- *Total course fee for students commencing in 2016
- +Total course fee for students commencing in 2017
- Social Media Coordinator
- Account Manager
- Art Director
- Media Planner
- Brand Strategist
- Agency Producer
- Content Producer
- Marketing Coordinator
Jason Gemenis 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. Jason is currently teaching digital design and brand strategy and has enjoyed passing on his knowledge to Macleay students since 1998.
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 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. Glen’s 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 the Macleay TV site. 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.