Faculty of Business and Economics

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Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2011 (Day)
Coordinator(s)Ms Irene Powell


Communication theory applied to advertising copywriting primarily for television, radio and print media. Theory and practice of television and radio production. Students will be taught to work from well focused briefs to generate creative executions which produce targeted audience response, while working within ethical and legal frameworks.


The learning goals associated with this unit are to:

  1. provide solid understanding of all aspects of creative strategy development and creative brief interpretation
  2. apply communication theory and models to solving specific advertising objectives
  3. critique creative executions according to contemporary creative philosophy
  4. provide understanding of the roles of all people involved in the creative process
  5. generate concepts and critique them.


Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Ms Irene Powell

Contact hours

3 hours per week


Students must have passed one of the following: MKW2211, MKG2460 or MKW2460 before undertaking this unit.