Course Guide - Edith Cowan University

ADV4109
15 Credit Points
Advertising and Consumer Audiences
FACULTY OF EDUCATION & ARTS
This unit conceptualises advertising as a media production
industry and considers aspects of advertising in terms of actual
and expected audiences, and their responses. Consumers are
contextualised in their social and cultural settings. The targeting
of audiences and market segments, and cross-cultural and global
advertising perspectives are addressed in terms of campaign
planning and strategy. The unit includes ethical and regulatory
issues, and media planning and buying are also considered.
ADV4110
Consumer Behaviour
FACULTY OF EDUCATION & ARTS
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15 Credit Points
ADV4111
15 Credit Points
The Business of Publishing
FACULTY OF EDUCATION & ARTS
This unit explores the concepts, tools and research vital to the
launch and success of a print publication. Students will examine
the history of the print medium as a social barometer. The unit
will also investigate the business planning, creative, advertising,
and production practices associated with publishing and the
impact of new and emerging technologies.
ADV4112
15 Credit Points
International Advertising
FACULTY OF EDUCATION & ARTS
This unit will explore the advertising strategies behind global
brand platforms. Students will investigate the planning and
implementation strategies adopted by clients and agencies to
embrace cultural and social difference, to ‘think globally but act
locally’. The unit will also examine the impact of international
and local regulations and laws on advertising in a global
environment.
ADV4116
15 Credit Points
Foundations of Advertising
FACULTY OF EDUCATION & ARTS
This unit determines the function of advertising within the
marketing mix. A breakdown of the roles within an advertising
agency and the relationship of each role to one another, the
advertiser and outside suppliers is considered. The development
of a campaign is analysed from initial briefing through to the
creative process, the production process, the media process and
finally the post analysis. Key regulatory and self-regulatory
issues are also considered, including their code of ethics, trade
practices and consumer protection legislation.
ADV4120
15 Credit Points
Advertising Management
FACULTY OF EDUCATION & ARTS
This unit focuses on the advertiser who plans and manages the
advertising process to achieve marketing, public relations, and
various communication objectives. It addresses specific functions
of the advertiser, such as establishing advertising objectives and
strategy, setting budgets, evaluating creative and media
executions, and standardising or localising advertising campaigns.
The unit also highlights the advertiser's relationships with
advertising agencies, media owners, research companies, ancillary
services firms, and regulatory bodies.
ADV4406
15 Credit Points
Media Buying and Planning
FACULTY OF BUSINESS AND LAW
Prerequisites :
ADV4120 Advertising Management
ADV4116 Foundations of Advertising
CMM4120 Integrated Marketing Communication
This unit addresses all aspects of media buying and planning. The
student is introduced to media terminology, the mathematical
calculations upon which reach and frequency analysis is based,
and negotiating skills as a basis from which the student can grasp
the criteria involved in the strategic thinking behind media
planning. Each media's strengths and weaknesses are investigated
with the view to ascertaining how it may or may not impact on the
Plan, and the criteria for each segment of the Media Objectives
and Media Strategies are examined for their suitable inclusion in
the Plan.
AHP5101
20 Credit Points
Advanced Health Practice
FACULTY OF COMPUTING, HEALTH AND SCIENCE
This unit is designed to advance students’ knowledge relevant to
their postgraduate program of study in health care. The students
will be required to complete a project consistent with their
postgraduate development. A learning contract will include aims
and objectives specific to the project.
APT5151
30 Credit Points
Module 1
FACULTY OF EDUCATION & ARTS
This unit is designed to provide students with an introduction to
the theory and practice of arts psychotherapy. Through lectures,
readings and workshops, given by course staff and invited
speakers, students will become conversant with the historical,
philosophical and cultural background to contemporary art
psychotherapy practice. Students will also be introduced to the
broader context of creative arts therapies using alternative
modalities to visual art such as drama, music, dance and
movement. Through extensive experience in group-work,
students will experience the therapeutic power of making and
sharing images confidentially in a group - how their own and
others' images carry psychological meaning.
APT5152
30 Credit Points
Module 2
FACULTY OF EDUCATION & ARTS
Prerequisite :
APT5151 Module 1
Module 2 stresses the unique role of art, images and enactment in
psychotherapeutic work. It will examine the ideas of
psychoanalysts who incorporated the arts into their work, for
example, Jung, Milner, Hillman and Winnicott, as well as those of
leading art psychotherapy theorists. Students will be prepared
through this module for the various situations in which their
placements and future work might occur. It is designed to help
students understand the practices and terminologies they might
encounter in some of the settings where they will do their
placements during training and possibly seek employment after
qualification.
APT5153
30 Credit Points
Module 3
FACULTY OF EDUCATION & ARTS
Prerequisite :
APT5152 Module 2
Fundamental theories underlying art and psychotherapy are
examined in depth. This involves both the inter-subjective and
intra-subjective sides of human experience. The cultural, gender
and political contexts in which people suffer psychological
distress, care for others, and make art are also considered.
Contrariwise, the unit will also look at the impact of art, literature
and popular culture on therapeutic practice itself. Students will be
encouraged to develop a theoretical understanding along with
some of the fundamental interpersonal skills that underlie most
forms of psychotherapy, counselling and the arts therapies.
Training Groups and Image Seminars continue through this
module.
APT5154
30 Credit Points
Module 4
FACULTY OF EDUCATION & ARTS
Prerequisite :
APT5153 Module 3
The module also serves as an introduction to research, particularly
the kinds of research methodology most suited to the specific
kinds of phenomena arising in art psychotherapy, and assists
students in developing ideas for their 8,000 to 10,000 word
ECU Postgraduate Course Guide 2007 193