DIPLOMA OF ADVERTISING & MEDIA

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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 advertising and media industries, including roles in 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 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 passing all subjects in the Diploma of Advertising & Media.

CRICOS CODE 056023G

Check out Adbare – the Macleay Advertising & Digital Media student blog:

Macleay-Adbare

Course Features

  • Full Time
    1 Year
  • Part Time
    2 Years
  • International
    1 Year
  • Units
    12
  • Internship
    84 HRS
  • Campus
    MelbourneSydney
  • ATAR
    N/A
  • Fee Help
    yes
  • IELTS
    6.0
  • Evening Classes
    yes

 

LEVEL 1
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.

FOUNDATIONS OF MARKETING

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. 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 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.

 

LEVEL 2
CAMPAIGN THINKING

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.

ELECTIVE 1

 

LEVEL 3
MEDIA LANDSCAPE

This 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 STRATEGY

This 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 1

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.

ELECTIVE 2

 

ELECTIVES
CONSUMER BEHAVIOUR

This 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 & DESIGN

This 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.

COPYWRITING

This 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 PHOTOGRAPHY

This 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 COMMUNICATIONS

This 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 MANAGEMENT

This 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 DESIGN

This 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 STORYTELLING

This 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 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.

INTEGRATED MARKETING COMMUNICATIONS

This 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.

DOMESTIC STUDENTS

2017

2018

Per Unit

Annual Per Unit Annual
$2,400 $28,800 $2,500

$30,000

INTERNATIONAL STUDENTS

2017

2018

Per Unit Annual Per Unit

Annual

$2,880 $34,560 $2,880

$34,560

Get a great job in the highly sought-after world of advertising after only 12 months of study.

Career paths in advertising include:

  • Social Media Coordinator
  • Account Manager
  • Art Director
  • Copywriter
  • Media Planner
  • Brand Strategist
  • Agency Producer
  • Content Producer
  • Marketing Coordinator

 

Ian Thomson

Ian Thomson

SYDNEY

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.

Jason Gemenis

Jason Gemenis

SYDNEY

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 Brooker

Julieann Brooker

SYDNEY

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

Cameron Horn

SYDNEY

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 Frasser

Glen Fraser

SYDNEY

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

Cisco Corea

SYDNEY

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.