Faculty of Business and Economics

Skip to content | Change text size

print version

Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2010 (Day)
Coordinator(s)Mr Gary Tate


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:

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


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

Chief examiner(s)

Gary Tate

Contact hours

3 hours class contact or equivalent per week


MKW2211 or MKW2460