皇家墨尔本大学广告学硕士介绍

Overview

In the Master of Advertising you will explore a range of evolutionary communication processes related to advertising and promotional activities, building professional knowledge and skills for today's competitive global environments.

Enrolling in this degree will offer you the opportunity to develop advanced knowledge and transferable skills in advertising. You will be encouraged to build a global and local outlook on marketing and communication practices, including a creative approach to leadership, strategy planning and campaign development in the constantly evolving advertising and broader communication industries.

On completion of the degree, graduates will be responsive professional leaders with specialised knowledge of the global advertising industry. You will be able to work collaboratively in international and interdisciplinary teams, and will be prepared for professional roles in advertising and promotional agencies, or consultancies and other organisations (business, government and non-profit) which use advertising to achieve their goals. You will be able to lead and manage high-quality outcomes in delivering international, integrated advertising campaigns.

专业概述

在广告学硕士课程中，您将探索与广告和促销活动相关的一系列演化传播过程，培养适应当今全球竞争环境的专业知识和技能。

攻读本专业将使您有机会掌握广告方面的高级知识和可迁移技能。在不断发展的广告和更广泛的传播行业中，您将被鼓励建立全球和本地的营销和传播实践观，包括领导力、战略规划和活动开发的创新方法。

完成学业后，毕业生将成为具备全球广告业专业知识的专业领导者。您将能够在国际和跨学科团队中协同工作，并为在广告和促销机构、咨询公司和其他利用广告实现其目标的组织（商业、政府和非营利组织）中担任专业职务做好准备。您将有能力领导和管理国际性综合广告活动的高质量成果。

As a graduate you will be able to:

determine and apply the specialist knowledge and technical skills required to creatively solve problems, demonstrating expert judgement and ethical responsibility relating to your professional practice and discipline

critically analyse, synthesise and reflect on complex theories and recent developments, both local and international, to extend and challenge knowledge and practice in advertising and communication

professionally communicate propositions, processes and outcomes to address specialist and non-specialist audiences

provide leadership within your discipline, as well as collaborate with others

use appropriate research methods to design and execute substantial projects, evaluate the outcomes and theorise about the contribution of your learning to the profession and knowledge area

master a body of knowledge and specific technical skills to progress your professional career within the contemporary media and communication environment.

You will be able to conduct research, develop theories, implement organisational behaviours, create effective structures within the advertising industry and respond effectively to changing societal demands on advertising practice.

作为毕业生，你将能够

确定并应用创造性地解决问题所需的专业知识和技术技能，展示与专业实践和学科相关的专家判断力和道德责任感

批判性地分析、综合和思考复杂的理论和最新的国内外发展动态，以拓展和挑战广告与传播领域的知识和实践

针对专业和非专业受众，以专业方式交流主张、过程和结果

在本学科内发挥领导作用，并与他人合作

使用适当的研究方法，设计和实施大型项目，评估项目成果，并从理论上说明所学知识对专业和知识领域的贡献

掌握一定的知识体系和特定的技术技能，在当代媒体和传播环境中推动自己的职业发展。

您将能够在广告行业内开展研究、发展理论、实施组织行为、创建有效的结构，并有效应对不断变化的社会对广告实践的需求。

Career

Upon graduation, you will be equipped to enter professional and management roles within advertising, promotions and management consultancies, as well as business, government and non-for-profit organisations that use advertising and promotional tools to achieve their goals.

This degree will prepare you for the constantly changing advertising environment and you will become a flexible and adaptable professional, who is environmentally, culturally and socially aware.

You will be able to:

conduct and/or use research, with critical insight into its validity for decision-making

develop and/or build theories, and understand the process of theory development

implement changed personal and organisational behaviours in the knowledge of new or changed theories

create the conditions for more effective and efficient structures within the advertising industry

respond effectively to changing societal demands on advertising practice.

You will be qualified to apply for roles such as:

account service manager

media buyer

media planner

strategy planner

advertising manager

marketing manager

advertising data or digital analyst.

marketing communication coordinator or manager.

advertising, market or communication researcher

promotions coordinator or manager

sales manager

events manager.

就业方向

毕业后，您将具备在广告、促销和管理咨询公司，以及使用广告和促销工具来实现其目标的商业、政府和非营利组织中担任专业和管理职务的能力。

本专业将帮助您为不断变化的广告环境做好准备，您将成为一名具有环境、文化和社会意识的灵活、适应性强的专业人士。

您将能够

开展和/或使用研究，并对其在决策中的有效性具有批判性的洞察力

发展和/或建立理论，并了解理论发展的过程

根据新理论或已改变的理论，改变个人和组织行为

为广告业内更有效和高效的结构创造条件

有效应对不断变化的社会对广告实践的要求。

您将有资格申请以下职位

客户服务经理

媒体采购员

媒体策划师

战略策划师

广告经理

营销经理

广告数据或数字分析师。

营销传播协调员或经理。

广告、市场或传播研究员

促销协调员或经理

销售经理

活动经理