AMB223 Create Advertising
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: | AMB223 |
|---|---|
| Prerequisite(s): | 96 credit points of completed studies |
| Antirequisite(s): | AMB191 |
| Equivalent(s): | AMB318, AMX318 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMB223 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed study |
| Equivalent: | AMX318, AMB318 |
| Coordinator: | Shasha Wang | shasha.wang@qut.edu.au |
Overview
Creativity! Whether you're a budding wordsmith, a marketing enthusiast, or simply eager to harness the power of imagination, this unit is your gateway to mastering the techniques that make advertisements stand out in a dynamic marketplace, encompassing the ever-evolving digital landscape. It also establishes the benchmarks for assessing creative work and lends support for fostering creative ideas.
Learning Outcomes
On successful completion of this unit you will be able to:
- Explain the importance of creative strategy as the basis for all copywriting. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Articulate a creative strategy statement. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Use research to develop a connection between the prospect and the product and create an effective selling proposition. [2.1]Relates to: UG Business Capabilities: HO (2.1)
- Identify the 'big idea' and craft, through creative thinking techniques, powerfully written copy for all advertising channels. [HO 2.1, 2.2, PC 3.1]
- Evaluate creative campaigns and defend good ideas. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
Content
The content of the unit begins with an understanding of creative thinking, creative strategy and the ideation process. It then delves into the application of these creative elements across the different advertising media and channels, considering the specialised writing techniques for each medium. Copy testing and concept evaluation are also included in the unit content.
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 judgment 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
This unit aims to foster your ability to think critically and create compelling advertising copy. By drawing upon critical thinking skills, theoretical concepts and analytical frameworks, you will develop a strategic base for your creative work. You will have ample opportunities to practice and apply your conceptual thinking and copywriting skills, with the benefit of receiving feedback to enhance and refine your work in tutorials. Students should refer to the unit Canvas site for the latest information.
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
The two assessments in this unit are designed to build your skills in developing creative strategies that are well-supported by research, and develop your copywriting ability through practice and iterative feedback. Once complete, you will have examples of your copywriting craft to include in your portfolio.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Portfolio
In tutorials, you will be given a number of briefs and asked to develop creative solutions. Through feedback from your experienced tutors and knowledge gained from lectures, you will be well-equipped with essential practical writing skills for this assessment.
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.
Summative or Formative: Summative and Formative
Business Capabilities (AoL goals): KS(1.1), HO (2.1, 2.2), PC (3.1)
Assessment: Creative Strategy & Conceptual Piece
Utilising the knowledge acquired throughout the entire unit, you will be required to showcase your problem-solving and conceptual thinking skills by crafting a creative strategy and a conceptual piece for a specified advertising challenge.
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.
Summative or Formative: Summative and Formative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
This unit has no prescribed textbook, although there are reference books and other resources that may help students who want to support or extend their learning.
Resource Materials
Recommended text(s)
Jewler J., & Drewniany, B. (2013). Creative strategy in advertising. (11th ed.). California: Wadsworth.
Reference book(s)
Maslen, A. (2015). Persuasive copywriting : using psychology to engage, influence and sell . Kogan Page.
Shaw, M. (2012). Copywriting : Successful Writing for Design, Advertising and Marketing. (2nd ed.). Laurence King Publishing.
Other
Ad Age (Periodical) www.adage.com
AdNews (Periodical) www.adnews.com.au
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
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: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece
HO (2.2): Independent Judgement and Decision-Making
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, ULO3, Portfolio, Creative Strategy & Conceptual Piece - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, ULO5, Creative Strategy & Conceptual Piece - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO2, ULO4, Portfolio, Creative Strategy & Conceptual Piece
Unit Outline: Semester 1 2027, Online
| Unit code: | AMB223 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed study |
| Equivalent: | AMX318, AMB318 |
Overview
Creativity! Whether you're a budding wordsmith, a marketing enthusiast, or simply eager to harness the power of imagination, this unit is your gateway to mastering the techniques that make advertisements stand out in a dynamic marketplace, encompassing the ever-evolving digital landscape. It also establishes the benchmarks for assessing creative work and lends support for fostering creative ideas.
Learning Outcomes
On successful completion of this unit you will be able to:
- Explain the importance of creative strategy as the basis for all copywriting. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Articulate a creative strategy statement. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Use research to develop a connection between the prospect and the product and create an effective selling proposition. [2.1]Relates to: UG Business Capabilities: HO (2.1)
- Identify the 'big idea' and craft, through creative thinking techniques, powerfully written copy for all advertising channels. [HO 2.1, 2.2, PC 3.1]
- Evaluate creative campaigns and defend good ideas. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
Content
The content of the unit begins with an understanding of creative thinking, creative strategy and the ideation process. It then delves into the application of these creative elements across the different advertising media and channels, considering the specialised writing techniques for each medium. Copy testing and concept evaluation are also included in the unit content.
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 judgment 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
This unit aims to foster your ability to think critically and create compelling advertising copy. By drawing upon critical thinking skills, theoretical concepts and analytical frameworks, you will develop a strategic base for your creative work. You will have ample opportunities to practice and apply your conceptual thinking and copywriting skills, with the benefit of receiving feedback to enhance and refine your work in tutorials. Students should refer to the unit Canvas site for the latest information.
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
The two assessments in this unit are designed to build your skills in developing creative strategies that are well-supported by research, and develop your copywriting ability through practice and iterative feedback. Once complete, you will have examples of your copywriting craft to include in your portfolio.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Portfolio
In tutorials, you will be given a number of briefs and asked to develop creative solutions. Through feedback from your experienced tutors and knowledge gained from lectures, you will be well-equipped with essential practical writing skills for this assessment.
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.
Summative or Formative: Summative and Formative
Business Capabilities (AoL goals): KS(1.1), HO (2.1, 2.2), PC (3.1)
Assessment: Creative Strategy & Conceptual Piece
Utilising the knowledge acquired throughout the entire unit, you will be required to showcase your problem-solving and conceptual thinking skills by crafting a creative strategy and a conceptual piece for a specified advertising challenge.
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.
Summative or Formative: Summative and Formative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
This unit has no prescribed textbook, although there are reference books and other resources that may help students who want to support or extend their learning.
Resource Materials
Recommended text(s)
Jewler J., & Drewniany, B. (2013). Creative strategy in advertising. (11th ed.). California: Wadsworth.
Reference book(s)
Maslen, A. (2015). Persuasive copywriting : using psychology to engage, influence and sell . Kogan Page.
Shaw, M. (2012). Copywriting : Successful Writing for Design, Advertising and Marketing. (2nd ed.). Laurence King Publishing.
Other
Ad Age (Periodical) www.adage.com
AdNews (Periodical) www.adnews.com.au
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
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: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece
HO (2.2): Independent Judgement and Decision-Making
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Portfolio, Creative Strategy & Conceptual Piece - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO3, ULO4, ULO5, Portfolio, Creative Strategy & Conceptual Piece - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Portfolio, Creative Strategy & Conceptual Piece
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, ULO3, Portfolio, Creative Strategy & Conceptual Piece - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, ULO5, Creative Strategy & Conceptual Piece - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO2, ULO4, Portfolio, Creative Strategy & Conceptual Piece