AMB190 Introduction to Strategic Advertising and Public Relations
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB190 |
|---|---|
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
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| CSP student contribution | $2,174 |
| Pre-2021 CSP student contribution | $1,703 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,456 |
| International unit fee | $5,640 |
Unit Outline: Semester 2 2026, Gardens Point, Internal
| Unit code: | AMB190 |
|---|---|
| Credit points: | 12 |
Overview
In this dynamic entry-level unit, you’ll step into the fast-paced, ever-evolving world of strategic advertising and public relations. Whether you're drawn to the bold creativity of advertising or the persuasive power of public relations, this unit is your launchpad. You’ll learn how to think like a strategist to foster trust, strengthen brands and reputations, and build relationships with consumers and other stakeholders across diverse contexts to advance organisational goals. You’ll not only cover key discipline theories and concepts; you’ll also learn how to decode real-world campaigns and explore ethical frameworks that guide responsible communication in a world of deepfakes, data privacy, and digital disruption. And yes, you’ll get hands-on with the same AI tools that are transforming the industry—learning not just how to use them, but how to use them wisely.
Learning Outcomes
On successful completion of this unit you will be able to:
- Explain and apply theories and concepts in strategic advertising and public relations to critically analyse real-world communication challenges across diverse contexts and audiences. [KS 1.1; HO 2.1]
- Design and justify strategic advertising and public relations solutions to advance organisational goals. [HO 2.2]Relates to: UG Business Capabilities: HO (2.2)
- Experiment with industry relevant AI tools and critique the effectiveness of these tools in strategic advertising and public relations practice. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Evaluate the ethical and social implications of advertising and public relations decisions using established, discipline-specific legal and ethical frameworks. [SE 5.1, 5.2]
- Demonstrate the ability to communicate effectively using a range of genres. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
Content
In this unit, we’ll focus on two key modules.
In the first module, we’ll set the scene for the Strategic Advertising and Public Relations major, diving into key theories and concepts that underpin the discipline.
In the second module, we’ll explore various strategic business communication contexts.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
You will be provided with an AI-developed strategic communication campaign. You will be required to critically analyse the campaign’s objectives, messaging, audience targeting, media strategy, and overall effectiveness of the use of AI, drawing on key theories and concepts outlined in the unit. Drawing on these insights, you will be required to provide recommendations for improvement and showcase how AI prompts could have been refined to produce a superior campaign plan.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Exam
Under exam conditions, you will draw on relevant theories, concepts, and ethical frameworks to critique and respond to a case-based scenario.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This invigilated examination requires attendance on campus or at an assessment centre, regardless of your attendance mode for the unit.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), SE (5.1, 5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
All unit learning resources are located on the unit Canvas site.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Report, Exam
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Report, Exam
KS (1.1): Discipline Knowledge
Relates to: ULO1, Report, Exam
KS (1.2): Technical and Technological Skills
PC (3.1): Professional Communication (Written)
SE (5.1): Ethical and Legal Understanding
SE (5.2): Global Social Responsibility
Unit Outline: Semester 2 2026, Online
| Unit code: | AMB190 |
|---|---|
| Credit points: | 12 |
Overview
In this dynamic entry-level unit, you’ll step into the fast-paced, ever-evolving world of strategic advertising and public relations. Whether you're drawn to the bold creativity of advertising or the persuasive power of public relations, this unit is your launchpad. You’ll learn how to think like a strategist to foster trust, strengthen brands and reputations, and build relationships with consumers and other stakeholders across diverse contexts to advance organisational goals. You’ll not only cover key discipline theories and concepts; you’ll also learn how to decode real-world campaigns and explore ethical frameworks that guide responsible communication in a world of deepfakes, data privacy, and digital disruption. And yes, you’ll get hands-on with the same AI tools that are transforming the industry—learning not just how to use them, but how to use them wisely.
Learning Outcomes
On successful completion of this unit you will be able to:
- Explain and apply theories and concepts in strategic advertising and public relations to critically analyse real-world communication challenges across diverse contexts and audiences. [KS 1.1; HO 2.1]
- Design and justify strategic advertising and public relations solutions to advance organisational goals. [HO 2.2]Relates to: UG Business Capabilities: HO (2.2)
- Experiment with industry relevant AI tools and critique the effectiveness of these tools in strategic advertising and public relations practice. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Evaluate the ethical and social implications of advertising and public relations decisions using established, discipline-specific legal and ethical frameworks. [SE 5.1, 5.2]
- Demonstrate the ability to communicate effectively using a range of genres. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
Content
In this unit, we’ll focus on two key modules.
In the first module, we’ll set the scene for the Strategic Advertising and Public Relations major, diving into key theories and concepts that underpin the discipline.
In the second module, we’ll explore various strategic business communication contexts.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
You will be provided with an AI-developed strategic communication campaign. You will be required to critically analyse the campaign’s objectives, messaging, audience targeting, media strategy, and overall effectiveness of the use of AI, drawing on key theories and concepts outlined in the unit. Drawing on these insights, you will be required to provide recommendations for improvement and showcase how AI prompts could have been refined to produce a superior campaign plan.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Exam
Under exam conditions, you will draw on relevant theories, concepts, and ethical frameworks to critique and respond to a case-based scenario.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This invigilated examination requires attendance on campus or at an assessment centre, regardless of your attendance mode for the unit.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), SE (5.1, 5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
All unit learning resources are located on the unit Canvas site.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Report, Exam
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Report, Exam
KS (1.1): Discipline Knowledge
Relates to: ULO1, Report, Exam