IF94/IX96 Postgraduate courses in Creative Advertising Report for 2 years of

delivery.

Sandra Contreras
Media and Communication, CIF
November 2005

Overview
A Graduate Certificate, Graduate Diploma, and Master Degree in Advertising
(Creative/Strategic) commenced delivery in semester 1/2004 jointly with the Faculty of
Business. This report concentrates on information related to the Creative strand of these
postgraduate courses. Advertising (Creative) degrees were launched as what seemed to be
a unique initiative no other university in Australia had taken. A document called
‘Program for interfaculty degrees in [postgraduate courses in Advertising]” stated that
RMIT had a similar program at an undergraduate level, and that industry parties
expressed this initiative to be of much value, as the creative side of advertising had not
been taken care of in education.
QUT has already had strong recognition from industry members as educational leader in
the delivery of advertising programs, for its long-term offering of the undergraduate in
advertising through the Faculty of Business. The Creative strand may be seen as an
expansion to QUT’s tradition.

Differences were made in that the Strategic strand of the new postgraduate programs
were to concentrate in areas of consumer behavior, strategic planning, media selection
and marketing, whereas the Creative strand was to concentrate on copywriting, art
direction, and production management.

Input the Business Faculty shares at delivering Advertising (creative) includes 1 core unit
(AMN420), 50% of the delivery of a second core unit (AMN 421), and elective choices
for Diploma and Master level. Creative Industries opened 4 new core units in Media and
Communication and 1 in Visual Arts. Administration is shared by both Faculties, and
income in the first year was to be shared for the first year and after that split upon
enrollment numbers in each area. This report draws on information related to:

- Student’s preference in creative/strategic strands

- International student enrollment figures
- Student’s feed back on content delivery
- Foreseeing destinations
- Networking activities
- Past and future possible changes

A success has been noted, in that Advertising Creative is at the moment one of the largest
postgraduate courses in CI, and the one with the largest gross income for 2005 ($157,731
as informed at a Media and Communication Discipline meeting). For 2005, enrollments
show that 50% of students were international. Non international enrollments have
decreased for 2005 in comparison to 2004.
ENROLLMENT FIGURES TAKEN FROM KCP360 CREATIVE ADVERTISING:
INTRODUTION DATA

Commencing Students by strand (enrolled, KCP360 completed)

Semester 1/2004 Semester 1/2005 Semester 2/2005
IF94 5 10 3
IF96 12 11 8
IX96 See IF96 5 7
IF95 had 6 students enrolled in 2004 and 1 in 2005.
U080 Uni Study Abroad had 1 student in 2005
KI43 had 3 students enrolled in KCP360 over the two year period
BS72 had 1 student enrolled in KCP360 in 2004

International commencements (enrolled, KCP360 completed)

Semester 1/2004 Semester 1/2005 Semester 2/2005
6 15 11

IX96 Completions by area of study prior to enrollment

Business Industrial Multimedia 3D anim. Graphic Writing
related design design
9 comp.
July/2005 5 1 1 1 1 1
1 comp.
Dec/2004

Changes that have taken place, which might have affected shown figures:
-The Master Degree for either strand, Creative or Strategic used to be coded IF96. A
change occurred in November 2004 in which the Creative changed its code to IX96.
After 2004 the Strategic strand remained coded as IF96.
-Only 2 students commenced in semester 2/2004 due to the administrative and/or QUT
web administrators misconception that enrollments would only take place once a year.
-The Graduate Diploma was discontinued at the end of 2004.
-The required GPA for Advertising Strategic was 4.5, whereas for Advertising Creative
was 5, in a scale of 7. An important shift from Strategic to Creative was noted as students
who only had a GPA of 4.5 upgraded after obtaining 5 or above in the first semester. A
change in GPA requirements at CI will be implemented from next year.

Although there are no figures to support this, international market trends in enrollments
have shown to be from Asia-Pacific, Scandinavian countries, and this year USA and
Continental Europe. Non-international student enrollment flows show interest from
students who have graduated at Griffith University, Bond University, Kirsten University,
QUT (Communication design, Built Environment, Visual Arts, Business, Sociology,
Psychology, Science).

IF94/IX96 STUDENTS IMPRESSION ON PARTICULAR UNITS

The summary sheet for IX96 which an a full time basis is delivered over a period of a
year an a half, at the moments reads

SEMESTER 1 (48cp to complete IF94 Graduate Certificate)

AMN420 Advertising Management
AMN421 Contemporary Issues in Advertising
KCP360 Advertising Creative: Introduction
KCP361 Advertising Creative: Copywriting and Art Direction
SEMESTER 2
KVP100 Graphic Design
KCP361 Advertising Creative: Electronic and Print Media
2 Electives
SEMESTER 3
KKN600 Major Project
2 Electives

SEMESTER 1. The strategy of content delivery in the first semester, is that students train
their creative thinking which specifically applies to creating adverts, understand
communication concepts, creative strategies, and are familiar with international and
national advertising trends. At the end of this period students have completed, overall,
assignments on writing advertising briefs, writing creative strategies, completing a
creative journal of ideas, completing rough visuals of an advertising campaign, practicing
presentation skills and analyzed content and trends of several advertising campaigns.

SEMESTER 2. In the second semester, students refine creative thinking, learn the digital
production of mock ups, understand production processes for traditional media (TV,
radio, print, outdoors, web), understand costs involved in the production of a campaign,
and present to clients their ideas in two occasions. Here electives serve the student to
learn more specific graduate capabilities.

SEMESTER 3. The third semester is for students to engage in the management of a

project which includes producing and overseeing to the final stage experimental
advertising applications, which may be supported by outcomes to be placed in traditional
media. This project is to be displayed to the defined target audience the campaign is
aimed at.

Out of this process, a professional-like portfolio and impact to outsiders is expected to be

achieved.

Vast feedback has been gathered from students over the last two years, either through
SEUT’s, informal evaluation, meeting, and conversations.

Some of those expressions are encouraging:

“I like the way things are in the tutorials, the structure, how loose it is. I like the
fact that we don’t have to sit and listen to a lecture, and rather have stories about
the teacher’s experience. Teachers are friendly and they give a good
atmosphere.” (KCP362 2005)
“Live/real brief’s are really helpful and the best practice. Association with Bad
Awards excellent!!!” (KCP361 2004)

“Sandra’s lecturing and involvement in the class has been exemplary. She has
offered advice and support and genuine care and enthusiasm in the class and has
gone beyond by offering extra tuition outside of ordinary hours. The use of
visiting professionals has been stimulating…there has been so much on offer and
so much to learn and it has been more comprehensive than any (?) course. Sandra
is a credit to the university and has provided a timely and relevant class that has
opened so many doors to future employment.” (KCP361 2004)

“The workshops, the briefs, group work, no exam.” (KCP360 2004)

“Assessment was spot on and guided my learning. All topics were relevant and
interesting.” (KCP360 2004)

“The amount of practical work involved in the unit is very good.” (KCP360 2004)

“Inspiring, exciting, informal and informative, knowledgeable and skillful.

(KCP360 2004)

“Teachers one-on-one work. Teachers interest in subject. Teachers interest in

developing skill/knowledge.” (KCP360 2005)

Some other expressions are for improvement:

“Structure of course felt ordinary, yet outcomes were good.” (KCP360 2005)

“Assignment tasks and explanations are extremely vague and hard to understand.
More feedback needs to be provided throughout the semester. Often lecturers are
vague and hard to understand. The assessment is very hard to follow and unclear
throughout the whole semester.” (KCP360 2005)

“Clearer definitions, notes, as teaching style is fairly freeform, which can lead to
misunderstandings, misinterpretations etc.” (KCP360 2004)

“The chairs suck” (KCP360 2004)

“Perhaps more industry practitioner visits. I hate the chairs. Every time you let
go of your books they slide off.” (KCP360 2004)

“More time spent clarifying what makes something “good”, be it concept board,
creative strategy etc.” (KCP360 2004)
 “This class is almost two semesters worth of knowledge. Certain aspects of the
class required an amount of assumed knowledge of programs and experience,
possibly needs some extra training in basic graphic design.” (KCP361 2004)

“How can we do something, when we don’t know if it is the right direction? We

need more explanation in how to do our assignments.” (KCP362 2005)

“Assessment marking, OLT, outlines, structure, pretty much most things (to
improve).” (KCP362 2005)

Looking at student’s feedback for KCP360:

As expected, the delivery of this unit has improved since its inception. Lectures still seem
to be confusing to some of the students. Real cases of creative strategies written in the
industry were required. Students also mentioned this year that Advertising Management
(AMN420) and Advertising Creative (KCP360) were overlapping in the topic of writing
creative strategies. It is required for the final assignment that students write a creative
strategy in KCP360. This might be an issue relevant for discussion with the two unit co-
coordinators.
A late finding in student’s comments is that the nighttime delivery of this unit doesn’t
seem entirely adequate. Students have expressed that tiredness may influence their
creative performance at tutorial time. This might apply to other units as well, and it might
be something to look at in future student’s feedback. Comments in this area might have
been made by non-working international students, of which the degree has a high
percentage.

Looking at student’s feedback for KCP361 Electronic and Print Media:

Students have been under stress at undertaking the workload allocated to this unit.
Christine Spurgeon suggested that the unit be delivered as a 24cp over the period of a
year, allowing students to go through TV and print production processes, campaign
analysis, and creative delivery. At the same time students have been content with the unit
being attached to major events like BAD Award or the 4um? Festival (more about this in
further paragraphs). Real clients have also been a plus students appreciate.

Looking at student’s feedback for KCP362 Copywriting and Art Direction:

Judy Gregory, who first delivered this unit, expressed concern about delivering the two
areas -Art Direction and Copywriting- in one single unit. The second time it was
delivered, a similar issue was felt by the unit co-ordinator. These are completely different
areas of creative expression that seem to be very difficult to deliver without sacrificing
content.

Looking at student’s feedback for KKN600 Major Project:

Students have collectively expressed disappointment with this unit, due to bad handling
of the relation with the client, and lack of timely support by unit co-ordinator and
production team. This unit has only run once. Changes to the delivery of the unit will take
place for the delivery in 2006.
-These changes include, allocation of one supervisor per team.
-The acquisition of a mobile phone for the unit co-ordinator to become more available.
-The allocation of an executive to negotiate and follow up with clients the project details,
budget requirements and meetings. It is desirable that this person also handles clients for
KCP361.

Looking at student’s feedback for KVP100:

Some students have felt that the unit is too open-ended in terms of assignments. The
course co-ordinator is also aware that the unit is not delivering traditional principles of
Graphic Design. A suggestion is made to change this in further paragraphs.

FORSEEING DESTINATIONS

“I am glad to say that I got the job as advertising assistant traineeship at the Quest
Newspapers in Milton. Thank you once again.” (IF94 graduate)

This is the only proof of moderate success the course co-ordinator is aware of.

Figures on graduate destinations are not available yet, but it is important to mention that
Creative Advertising, as an industry practice within advertising agencies, is limited to
conceptualization and overseeing advertising production - and as it is, Brisbane suffers of
still being a small advertising market. In this sense employment opportunities seem poor
for our graduates. Associated industries, like production houses, postproduction
companies, printing companies, and interactive virtual studios, may be an alternative
form of employment that strongly relates to the practice of Creative Advertising, if the
delivery of the course delivers skill-based content in these related areas.

It is possible to deliver a Master in Advertising (Creative) that is better equipped for

production based learning, if collaboration from the TV and Film departments as well as
the Communication Design department was arranged, within CI.

2 YEARS NETWORKING
One of the main undertaken tasks over the last two years has been creating a network,
and showcasing student outcomes to relevant organizations and industry members.
Networking was meant to expand QUT’s leadership, also in the creative area of the field,
and now under the umbrella of a 2 year old Creative Industries Faculty. Contacts have
been made as described below:

- Guest lectures from BCM Partnership, Y&R (for delivering content in creative
best practice), Road Show (for delivering content in interactive virtual media),
The Post Lounge (for delivering content on TVC production). Also freelancers.
- Workplace Learning students have performed at Axis Campaigns, Mojo,
Singapore Advertising (Paris), and BBDO Clemenger.
 - Showcases at the BAD Award event, organized by the Brisbane Art Directors
Club in 2004, and at the 4um? Festival, organized by the Advertising Federation
of Australia, in 2005.

Additional to building networks with industry members, the degree has opened
relationships with clients to whom students have made formal presentations of the
advertising campaigns they produce:

- Bris 31, Virgin Blue, Surf life Saving Queensland, Bank of Queensland,
Relationships Australia, Red Cross Queensland, Fantastic Queensland, Cystic
Fibrosis Queensland.

EVENT INVOLMENT
Before Advertising (Creative) started, the Faculty of Business, as a means to support their
Advertising discipline, had been sponsor to Cream Awards, an award organized by the
AFA. This sponsorship served QUT to appear published in industry circles. Advertising
(Creative) was approved to showcase its outcomes in exchange of sponsorship in 2004. In
that instance, the Faculty of Business and Creative Industries Faculty jointly sponsored
Cream Awards.

For 2005, a decision was taken by the co-ordinator of Advertising (Creative) not to
depend upon sponsorship for showcasing student outcomes. A proposal from the course
co-ordinator for Advertising (Creative) for an Annual Portfolio Review which invited
other universities of QLD to participate, was held at the 4um? Festival, event organized
by the AFA. This exhibition was approved independent to QUT’s decision on
sponsorship.

In the future, and on a yearly basis, Advertising (Creative) will be showcasing.

COURSE IMPROVEMENT PRIORITIES FOR 2006

- Employing a casual executive for client negotiations.
- Improvement of OLT sites and unit supporting materials.
- Seeking of tutors to fulfill demands of feedback at tutorial times.

COURSE IMPROVEMENT PROPOSED TO BE IMPLEMNTES FROM 2007

- KCP362 Copywriting and Art Direction has proven to be a complicated unit to deliver
for the split nature of its content. At the same time KVP100 Graphic Design has drawn
on visual related areas, but not specifically on Design principles. This last has probably
been the unit students ask for exemption for the most, as many students have already
undertaken a unit of that kind at undergraduate level.
It is recommended that KCP362 becomes Advanced Copywriting, and that KVP100
becomes Art Direction. Art Direction will, amongst other things, deliver principles of
design, and will deliver photographic supervision, Art Direction for TVC production, and
any related skill and critical thinking for defining and overseeing commercial strategic
imagery.
- In the ‘Program for interfaculty degrees in [postgraduate courses in Advertising]” it was
expressed that two more units would be added to the Advertising creative program.
In conversation with Christine Spurgeon, an informed question arose – the possibility of
delivering a more cutting edge type of degree, where student’s projects allowed for
interactive applications, beyond traditional media use.
It is recommended that the course opens a new unit, possibly called Interactive
Advertising, which to draw mainly on related case studies from sources like The One
Show Interactive, and which will give students basic skills in the use of Flash,
Dreamweaver, Director, and basic html.