Postgraduate - Edith Cowan University

ADS5203 20 Credit Points
Addiction Studies: Behaviour Change
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisite :
ADS5103 Understanding Addictive Behaviour
In this unit students critically examine the reasons why people
change their drug use both with and without treatment. Influential
models and concepts that assist in understanding these decisions
are discussed including stages and processes of change and
readiness to change. The role of counselling skills in assisting
these processes are highlighted and students are introduced to the
topic of motivational interviewing.
ADS5204 20 Credit Points
Addiction Studies: The Policy and Practice of Prevention
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisite :
ADS5103 Understanding Addictive Behaviour
This unit combines a focus on the theoretical underpinnings of
prevention and their translation into policy and action. The course
will examine the theory and practice of policy development and
implementation, harm minimisation, and systems theory. This unit
also examines recent and current prevention policies involving a
range of agents including health professionals, researchers, local,
state and federal governments and industry. The course will
specifically address social and legislative controls, and prevention
at the local and national level. The dilemmas of translating
research into policy will also be discussed.
ADS5205 20 Credit Points
Addiction Studies: Selected Topics
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisite :
ADS5103 Understanding Addictive Behaviour
For this unit, students select two topics from a list of five to study
in depth. The topics from which the selection is made are
addiction studies and immigrants; indigenous populations; mental
health; women and young people. Each topic addresses drug use
and drug-related harm and a range of prevention and treatment
strategies that have been applied to minimise harm from drug use
within the populations chosen.
ADS5303 20 Credit Points
Substance Use and Counselling Skills
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisite :
ADS5203 Addiction Studies: Behaviour Change
This unit gives students the opportunity to review and practice
generalist counselling skills and also those skills that are specific
to counselling in relation to alcohol and other drug use. Practical
application of those skills in a professional environment will be
considered. The skills pertinent to responding to clients presenting
with blood-borne viruses, self harm and sexual abuse issues will
also be taught. Students will be expected to develop a system for
continuing case review once the course is completed.
This unit requires students to attend workshops totalling 45 hours
duration. Specific timing of these workshops is flexible. The unit
will run only if sufficient students enrol to render it viable.
ADV4102 15 Credit Points
Creative Strategy: Process and Execution
FACULTY OF EDUCATION & ARTS
The development of creative ideas, and realisation and execution
of those ideas, is a core benefit that an advertising agency offers
its clients. This unit analyses consumers’ wants, needs and
behaviours with a view to developing creative strategy. Brand
management, image enhancement and corporate identification are
all evaluated in relation to the consumer.
ADV4105 15 Credit Points
Consumer Behaviour
FACULTY OF EDUCATION & ARTS
This unit provides participants with the skills to select and apply
practical models from communications theory, consumer
decision-making theory, and consumer behaviour theory to
address the concept of brand equity and to create effective and
ethical advertising messages. These models provide the
theoretical foundation for consumer research, facilitating the
strategic development of product and brand positioning, the
advertising campaign plan and the creative platform.
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.
ADV4117 15 Credit Points
Strategic Branding
FACULTY OF EDUCATION & ARTS
This unit directs students in the application of brand
communication theories in the workplace, and assists them in
understanding how these theories can further be applied to solve
problems and attain goals. Students develop a sense of their own
unique brand attributes and discover various methods for
presenting themselves in the most appropriately positive light
possible. Besides recognising their own strengths and weaknesses,
students will address a range of brand management methodologies
for handling difficult personalities and work related situations.
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 EDUCATION & ARTS
Prerequisites :
ADV4120 Advertising Management
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.
AED4210 10 Credit Points
Teaching Art (Secondary)
FACULTY OF EDUCATION & ARTS
This unit introduces noted writers and thinkers in the field of
Visual Arts Education. It surveys the planning of integrated
projects, units, and lessons within appropriate curriculum
contexts. A range of literacies are introduced as goals for art
202 ECU Postgraduate Course Guide 2008