This qualification reflects the role of individuals who provide leadership and strategic direction for the advertising activities of an organisation. They analyse, design and execute judgements using wide-ranging technical, creative, conceptual and managerial competencies. Their knowledge base may be highly specialised or broad within the advertising field. These individuals are often accountable for group outcomes and for the overall performance of the advertising function in an organisation.
Job roles and titles vary across different industry sectors. Possible job titles relevant to this qualification include:
account planning manager
client services executive
client services director.
Total number of units = 8
5 core unitsplus
3 elective units
2 of theelective units must be selected from the elective units listed below.
1 elective unit may be selected from the elective units listed below, from this Training Package or from any current accredited course or endorsed Training Package. If not listed below, the unit may be selected from a Diploma qualification.
Elective units must be relevant to the work outcome, local industry requirements and the qualification level.
Candidates may enter the qualification through a number of entry points demonstrating potential to undertake vocational education and training at advanced diploma level, including:
BSB50107 Diploma of Advertising or other relevant qualification
with substantial vocational advertising experience, with overall responsibility for providing strategic direction and planning for an organisation's advertising function, either domestically or internationally but without formal advertising qualifications
with substantial vocational experience in senior advertising positions with a wide range of skills in a specialised advertising discipline and looking to consolidate specialist advertising skills with more generic management skills and without formal advertising qualifications.
There are no entry requirements for this qualification.
There is no direct link between this qualification and licensing, legislative or regulatory requirements. However, where required, a unit of competency will specify relevant licensing, legislative or regulatory requirements that impact on the unit.
BSB60110 Advanced Diploma of Advertising
The following table contains a summary of the employability skills required by industry for this qualification. The employability skills facets described here are broad industry requirements that may vary depending on qualification packaging options.
Industry or enterprise requirements for this qualification include:
consulting and negotiating with internal and external stakeholders on the organisation's strategic direction
consulting, questioning, clarifying and evaluating information
preparing advertising briefs, marketing communications and media plans
presenting information in report form
using culturally appropriate communication when dealing with international clients
writing in a range of styles to suit different audiences
giving feedback and providing coaching and mentoring to staff
identifying and using the strengths of team members
working with diverse groups and individuals
addressing media placement problems
managing risk and developing contingency plans
monitoring advertising campaign performance measures and taking appropriate action if discrepancies appear against planned objectives
working individually or within teams to resolve client concerns about advertising campaigns
Initiative and enterprise
developing creative briefs
exploring joint ventures and strategic alliances
generating a range of options in response to workplace challenges
identifying trends and developments domestically and internationally, and investigating their viability
scoping domestic and international advertising opportunities
Planning and organising
analysing and reviewing the organisation's capabilities
applying the organisation's mission and vision in the strategic planning process
developing quality assurance processes and applying appropriate techniques and tools
identifying resource requirements and allocating to fit within budget constraints
planning and managing projects in respect to time, cost, quality and resource management
planning for contingencies and integrating all campaign processes
managing own time and priorities and dealing with contingencies
taking responsibility as required by job role and ensuring organisational policies and procedures are followed
working within organisational policies and procedures and legislative requirements
evaluating advertising production process and media campaign performance
learning ways to influence, modify and adapt to the external environment
maintaining current knowledge of products and processes
monitoring progress of advertising campaigns
using appropriate software
using electronic communication devices and processes to produce written correspondence and reports, such as internet, intranet and email
using online technologies for research and marketing purposes