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ADV1002 Advertising as Engagement

Semester 2, 2021 On-campus Toowoomba
Short Description: Advertising as Engagement
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : 2021 Grandfather Funding Cl 1
ASCED code : 100799 - Communication and Media Studie
Grading basis : Graded
Version produced : 14 April 2021


Examiner: Andrew Mason


Customer engagement has always been the central focus of advertising. However, new media platforms have extended and revolutionised the sector to create a personal, mobile, networked media ecosystem which affords advertisers more direct connection to their target markets than before. Direct personal feedback from consumers is possible and immediate, and consumers can create promotional content and form relationships with brands and issues. Interactive advertising, symmetrical communication models, event and experiential advertising, behavioural advertising, peer-to-peer and user-generated advertising are all now routinely employed by organisations to increase their engagement with target markets and achieve greater impact from their advertising investment. As this media ecosystem is ever evolving it is important not to place limits on how advertising may be understood, but to open minds toward creating and purposing opportunities that may exist in the future. This course forms part of the Advertising major and may also be of interest to students in cognate disciplines such as Public Relations, Marketing or Journalism.


Students in this course examine differing ways to achieve engagement with target markets. They analyse advertising in the form of engagement resulting in earned media, including mass media and social media platforms. Students are encouraged to think laterally and innovatively about the mechanisms of advertising, which may include creating events, experiences or communicative actions which activate target markets and build relationships with the brand or cause. Social network sharing, blogging and user-created content will be theorised as the increasingly active role of consumers in co-creating advertising outcomes.


On successful completion of this course students should be able to:

  1. apply skills in achieving earned media;
  2. analyse the methods employed by advertising engagement;
  3. apply advertising principles to given problems;
  4. theorise methodologies to create successful engagement;
  5. develop concepts aimed at generating engagement.


Description Weighting(%)
1. Earned media: traditional media to social media platforms 30.00
2. Engaging people, understanding market segments 30.00
3. Events and experiential advertising 30.00
4. Evaluating results and return on investment (ROI) 10.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

Ferrier, A 2014, The advertising effect : how to change behaviour, 1st edn, Oxford University Press, South Melbourne, Victoria.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Katz, E & Lazarsfeld, P 2017, Personal influence : the part played by people in the flow of mass communications, Routledge, Abingdon, Oxon New York, NY.
RedazioneBrandNews 2016, GLADE - MUSEUM OF FEELINGS case study, viewed 29 August 2018,

Student workload expectations

Activity Hours
Directed Study 39.00
Independent Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
PRACTICAL 100 10 02 Aug 2021
PROPOSAL 100 40 06 Sep 2021

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at

Evaluation and benchmarking

In meeting the University's aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:

1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the (Bachelor of Communication and Media)
and is benchmarked against the:

internal USQ accreditation/reaccreditation processes which include
(i) stringent standards in the independent accreditation of its academic programs,
(ii) close integration between business and academic planning, and
(iii) regular and rigorous review.

Date printed 14 April 2021