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Advanced Diploma of Marketing and Communication BSB61315



Course details main image AdDip MrtC

Advanced Diploma of Marketing and Communication qualification reflects the role of individuals working as marketing directors, marketing strategists and national, regional or global marketing managers. Individuals in these positions provide leadership and strategic direction in the marketing activities of an organisation. They analyse, design and execute judgments using wide-ranging technical, creative, conceptual and managerial competencies. Their knowledge base may be highly specialised or broad within the marketing field. These individuals are often accountable for group outcomes and for the overall performance of the marketing function of an organisation.


  • Marketing Director
  • Marketing Strategist
  • National, Regional or Global Marketing Manager


Duration: 12 terms (72 weeks)

Assessment: Assignments

Course fee: $9,000

Study mode: On Campus - 20 hours per week

Nationally recognised, Australian Qualifications Framework standards, CRICOS 094139C

Start date: at the beginning of each term


Academic: • Completed all core units in Diploma of Marketing and Communication (BSB52415) • Completed Year 12 or overseas equivalent

English: Minimum score of IELTS 5.5 or equivalent (please refer to the DIBP website) or an English proficiency of upper intermediate level or above from any NEAS accredited ELICOS provider.


Module 1 - Diversity Policy

In this module students will learn the skills and knowledge required to understand diversity and its importance to organisational activity. Students will also learn to draft, plan and implement a diversity policy. Students will debate and discuss issues around different cultures, ethnicity or religions, multiple generations (boomers, X, Y..) and other forms of diversity in the workforce.

Module 2 – HR Strategic Planning

In advanced economies the delivery of services is overtaking the role of manufacturing and primary industry activities. The management of talented people is key. In this module students will learn the skills and knowledge required to develop, implement and maintain a strategic approach to managing human resources, ensuring that the organisation has the structure and staff to meet current and future business objectives.

Module 3 – Organisational Change

The world is constantly changing, organisations must develop the skills to be aware of the changing world and how they affect business operations. In this module students will learn the skills and knowledge required to understand change requirements and opportunities; and to develop, implement and evaluate change management strategies.

Module 4 – Organisational Leadership

Students will learn the skills and knowledge required to demonstrate senior leadership behaviour and personal and professional competence. Business ethics are also addressed in this module. Students will debate and discuss a leader’s role in inspiring and motivating others to achieve organisational goals and to model professionalism in their organisation and industry. Leadership is seen in the context of the organisational mission

Module 5 – Organisation Development

Organisations must continue to develop to remain viable. Students will learn the skills and knowledge required to contribute to the creation of an organisation development plan which ensures that the organisation will become more effective over time in achieving its goals. Students will also learn theories of organisational behaviour and aspects of organisation culture.

Module 6 - Strategic Plans

This module describes the skills and knowledge required to establish the strategic direction of the organisation, this subject also explains how to sustain competitive advantage and enhance competitiveness. It covers analysis and interpretation of commercial markets, capability assessment of the organisation and analysis of the organisation’s existing and potential competitors and allies.

Module 7 – Develop and Implement a Business Plan

A plan is like a map and without a plan you may get lost. This module describes the skills and knowledge required to run a business operation and covers the steps required to develop and implement a business plan. Students will develop their understanding of the business vision, mission, values, objectives, goals, competitors, financial targets, management arrangements, marketing approaches and strategic, business and operational plans.

Module 8 – Manage Market Research

This module describes the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation. This module includes the principles of market research, starting with the development of a hypothesis, collecting data using qualitative and quantitative methods, data processing, data analysis and finally presenting a report on research findings.

Module 9 – Develop an Advertising Campaign

This module describes the skills and knowledge required to develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling. Students will also learn the principles of effective advertising.

Module 10 – Evaluate Campaign Effectiveness

This module describes the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved. The evaluation will include all elements of the advertising campaign such as copy content, creative execution and effectiveness of the finished advertisement.

Module 11 – Develop a Marketing Plan

Students will learn to research, develop and present a marketing plan for an organisation. Students will also develop the strategies that underpin the plan as well as the detailed tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible.

Module 12 – Manage Advertising Production

This module describes the skills and knowledge required to manage the advertising production of electronic and print advertising. It includes planning and directing the advertising production process, evaluating and selecting suppliers, and evaluating the final production of the advertisement according to the creative brief.

Module 13 – Manage the Marketing Process

Students will learn to strategically manage the marketing process and marketing personnel within an organisation. This includes integration of marketing, promotional and sales activities as well as monitoring results against marketing objectives. Students will also learn about allocating roles, responsibilities and accountabilities of staff and contractors involved in the marketing effort.

Module 14 – Execute an Advertising Campaign

This module describes the skills and knowledge required to coordinate and monitor an advertising campaign, including developing an implementing strategy, negotiating media contracts and monitoring the campaign. Students will analyse the creative brief, confirm the media plan, and finally execute the plan.

Module 15 – Originate and Develop Concepts

This module requires that you use your imagination to originate and develop concepts for products, programs, processes or services to an operational level. Students use a range of creative thinking techniques to generate innovative and creative concepts to address client needs. Students work with other students to further refine and critique each other ideas.
What You Get

  • Engaging Lessons
  • Project Based Learning
  • Flexible Timetable