Master of Advertising

Program Overview

The Master of Advertising at RMIT University equips students with advanced knowledge and skills in advertising, focusing on leadership, strategy, and campaign development. Taught by industry professionals and academics, the program emphasizes global perspectives, intercultural diversity, and emerging technologies. Graduates are prepared for professional roles in advertising agencies, consultancies, and organizations that utilize advertising for strategic communication.

Program Outline

Degree Overview:

The Master of Advertising at RMIT University is a professional degree that provides advanced knowledge and transferable skills in advertising. The program offers a global and local perspective on marketing and communication practices, with a focus on leadership, strategy planning, and campaign development in the ever-evolving advertising and broader communication industries. Upon completion, graduates will be responsive professional leaders with specialized knowledge of the global advertising industry. They will be able to work collaboratively in international and interdisciplinary teams and will be prepared for professional roles in advertising and promotional agencies, consultancies, and other organizations (business, government, and non-profit) that use advertising to achieve their goals. They will be able to lead and manage high-quality outcomes in delivering international, integrated advertising campaigns.

Outline:

The Master of Advertising program covers key communication and advertising skills, from media selection and integration to applied research knowledge in advertising practice and strategy. Students explore international advertising practices, taking into account intercultural diversity, emerging technologies, and international advertising business environments. These skills are essential for global brand management and communication strategies. Academics and industry professionals with extensive local and global experience and well-developed contact networks teach the program. The program uses a range of contemporary face-to-face and online learning and teaching approaches, including lectures, tutorials, workshops, seminars, case studies, studio practice, problem-based learning, reflective techniques (e.g., blogs, journals), presentations, group-based learning, discussions, and negotiated learning for the individual professional research project.

Assessment:

Assessments are undertaken individually and/or in groups. The assessments include reports, reflective papers, research projects, portfolio production, presentations, peer or industry review. Research projects, reports, and presentations are directly related to industry-specific needs and may involve contacting industry practitioners regarding contemporary issues.

Teaching:

The program is taught by a combination of academics and industry professionals, all of whom have extensive experience in advertising and communication. The program uses a variety of teaching methods, including lectures, tutorials, workshops, and seminars. Students also have the opportunity to work on real-world projects with industry partners.

Careers:

Graduates of the Master of Advertising program can pursue a variety of careers in advertising and communication, including account management, media planning, creative direction, and research. They can also work in related fields such as public relations, marketing, and sales.