Appendix 1

Creative Industries Faculty

Proposal for a New Unit

A new idea for a unit should initially be conceived through consultation within and across the
disciplines and other faculties where appropriate. Following consultation a proposal should
be developed, distributed for comment and submitted for approval as outlined in the following
stages.

Step 1
Staff nominated by HOD or Head of Academic Programs should develop the new unit idea
proposal, in consultation with Course Coordinator, completing the new idea template and
submit, through the Head of Discipline, to the Director, Academic Programs.

Step 2
The proposal is circulated by Secretary, Teaching and Learning to Heads of Discipline,
Course Coordinator and Administration Coordinator email groups for comment. The proposal
and comments are collated by Academic Programs.

Step 3
The Director, Academic Programs presents the proposal and comments to Faculty
Management Group for consideration.

Proposed Title KCB360 Advertising Creative: Introduction

Specify Discipline Based X Faculty Based

1. What does the unit plan to cover?

Based on the ‘P’ coded unit of the same name, this unit will introduce undergraduate students
to the creative side of advertising, including, creative advertising history, contemporary
industry practices, creative advertising debates and cultures. Students will evaluate creative
advertising campaigns and the significance of various media, including new media, for
persuasive and successful commercial communication with consumers.

2. Why is this unit required? (ie how does it support student learning?

Media and Communication currently delivers 12 undergraduate units to Media and

Communication majors, with 10 of these units also being offered in the Digital Media and
Communication sub-majors. KCB360 will significantly improve program flexibility and
choice, particularly for international students as well as interdisciplinary students
enrolled in both sub-majors. International students often seek alternatives to KCB311
Political Communication, and KPB209 Australian Television due to the unavoidable high
reliance upon Australian examples in these units. Interdisciplinary students enrolled in
both sub-majors also need extra flexibility because KCB150 Media and Communication
Industries is offered in both sub-majors. KCB360 will also extend the elective choices of
Media and Communication students in an area of strong disciplinary and professional
relevance. Because it is proposed that KCB360 would run only in the summer program,
this unit will also facilitate shortening the time that Media and Communication majors
are at university, for those that choose this option.

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 3. How does this unit relate to the course/s and/or sub-major?

For Media and Communication majors, the unit will build upon the knowledge base that
students have developed in the Faculty Core, as well as in units such as KCB101
Communication in the New Economy, KCB150 Media and Communication Industries,
KCB334 Media and Communication Research Methods and KCB349 Media Audiences.
It will be offered in the Media and Communication major as an alternative to KCB311
Political Communication in the summer semester.

For Digital Media and Communication sub-majors KCB360 will be offered in addition to
KCB150 Media and Communication so that these students can complete these two
sub-majors, to be taken in the summer semester.

For all other Creative Industries students, as well as double and joint degree students
(including but not limited to IF09, IF10 and IF27) KCB360 will be offered as an open
elective in the summer program.

4. Does the content of this unit duplicate or overlap with other units offered by
the Faculty or University?

This unit is a ‘B’-coded version of a pre-existing postgraduate unit, offered in IF96

Master of Advertising. While the intention is to achieve synergies between KCP360,
particularly in summer delivery, there will also be important differences between the
two. For example, assessment in KCB360 will address the learning requirements of
undergraduate students.

5. Which unit/s will be retired in response to this development?

(if nil, provide a strong rationale for proceeding)

Nil. The demand for creative advertising at the postgraduate level has exceeded
Faculty expectations. Student feedback presently being captured in Discipline-based
reviews of Media and Communication undergraduate programs suggests that there is
similar un-met demand for creative advertising course content at the undergraduate
level. Furthermore, the summer delivery of KCP360 by our Creative Advertising
appointment, Sandra Contreras, means that we have an unprecedented opportunity to
meet this demand within the limits of current resources.

REVENUE
In answering questions 6 and 7, please separately identify HECS, international, and fee
paying domestic student numbers.

6. What is the projected enrolment for this unit?

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Type Number
HECS Nil
International 4
Fee Paying Domestic 6

7. Where are the enrolments expected to come from?

Your response, where relevant, should address the following:

• Reduction in enrolments in existing units within your own Discipline

• Agreed reduction in enrolments in existing units in another Discipline / Faculty,
• competing with other Disciplines / Faculties for enrolments (no agreement in place)

Enrolments will come from international students enrolled in KC32 or doing the Digital Media
and/or Communication sub-majors in other Creative Industries programs. The units they are
most likely to substitute KCB360 for are KCB150 Media and Communication Industries and
KCB311 Political Communication.

Other Creative Industries, double and joint degree students, will be able to take KCB360 as
an elective in the summer semester. It is likely that this will be a particularly popular choice for
IF27 students, especially international students who are keen to minimise the duration of their
stay in Australia.

EXPENDITURE

8. What are the development costs (include ongoing staff time, contract or casual staff,
travel, teaching and learning materials, on line teaching development, library, AV
resources)? Please liaise with relevant divisions (Eg SMILE, Library) to estimate
expenditure

As KCB360 is based upon an existing postgraduate unit, the development costs will be
minimal. There will be some costs associated with preparing the unit for summer
delivery, in the form of staff time, but these can be comfortably folded into the
preparation for KCP360 which also needs to be adapted for summer delivery. An OLT
site for KCB360 will be developed by the unit coordinator to level 1 OLT functionality in
the first instance, and up to level 2 if that is required to support summer delivery.
Acquisitions in creative advertising are presently a priority for the development of the
library collection in order to support the Faculty’s developing coursework profile in
this area. Extra copies of the required text may be required.

9. What staff are required to deliver the unit (new or existing, ongoing, fractional or
casual. Please estimate time required in a semester for each)?

The unit can be delivered within the current workload considerations for Sandra
Contreras. Summer delivery of KCP360 has already been factored into Sandra’s
workload. The development and summer delivery of KCB360 will require some minor
adjustment to allow for unit coordination and related demands. Additional support will
be bought in, in the form of guests and tutorial support, if this is justified by the
combined numbers of students enrolling in KCP360 and KCB360 for the summer
semester.

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10. Are there any additional costs associated with the delivery of this unit, such as
special equipment/objects, field trips, practicum, lab activities, presentations,
productions or events, specific additional equipment or materials, contracted or hired
services?

There are no additional costs associated with this unit.

11. Are there any additional costs to students?

Apart from the fees associated with summer enrolments, and purchasing the required
text and/or a unit reader, students will not be expected to bear any additional costs in
this unit.

APPROVAL PROCESS

Step 1 NAME SIGNATURE DATE

Developed by
Endorsed by Course
Coordinator
Recommended by HOD

Step 2
Circulated and collated by

Step 3
 Approved

 Approved with Comments:

changes

 Not approved Comments:

Director, Academic
Programs

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