Advertising Creativity Major - Bachelor of Communication Studies

Sam Cheow identifies trends for L'Oréal

AUT alumnus Sam Cheow is now the chief product accelerator for L'Oréal USA where his role is to identify and advise product and service trends. He completed his Bachelor of Communication Studies from AUT as an international student from Malaysia, and started his career in advertising in Auckland. Now based in New York City, he credits his time in New Zealand with preparing him for this exciting career.
Technology is changing the way we communicate with each other. But technology will only do what you tell it to do. That’s why design, writing, and storytelling are at the heart of advertising creativity. It’s all about thinking laterally and developing effective creative communications for brand and product campaigns. We start with a great idea and then choose how to combine and use various media.

AUT is the only New Zealand university that teaches advertising creativity specifically and at degree level. At other universities you touch on it only as part of studying graphic design, marketing or business studies. Through the degree you develop a portfolio of professional work you can use to apply for work as a copywriter or art director in an ad agency. If you decide you’d rather work in account service, account planning or media in an ad agency, the Advertising Creativity major in the Bachelor of Communication Studies (BCS) equips you to do that too.

Guest speakers from client companies and leading advertising agencies such as TVNZ, Spark, New Zealand Post, MediaWorks, Saatchi & Saatchi, DDB, Colenso BBDO, FCB New Zealand and Film Construction feature throughout the year.

Key features

More information about the Bachelor of Communication Studies

Career opportunities

Majoring in advertising creativity will prepare you for a wide range of roles, including: 

  • Account director
  • Account planner
  • Art director 
  • Copywriter
  • Digital creative
  • Digital strategist
  • Media buyer/planner
  • Strategic planner
  • Web content creator


Most papers last one semester and are worth 15 points. Students must complete 120 points each year (360 points for the entire degree). In each year students study core (compulsory) papers, and select other papers from a range of options.

Year 1

Level 5:
COMM502 Interpersonal Communication (15 points)
COMM505 Image and Sound (15 points)
COMM506 Media Production Workshop (30 points)
COMM509 Media Communication I (15 points)
PHIL580 Applied Media Ethics (15 points)

SELECT a further 30 points from optional papers listed below or any other paper in the Bachelor of Communication Studies.

Year 2
Level 6:
ADVT670 Advertising Creativity (15 points)
COMM601 Media Communication II (15 points)
COMM603 Intercultural Communication (15 points)
DIGM603 Visual Communication (15 points)

SELECT a further 60 points from optional papers listed below or any other paper in the Bachelor of Communication Studies. Students are recommended to take pre-requisite papers from another major. If you wish to take a minor, 30 points of these papers at level 6 may be in your minor subject area.

Year 3
Level 7:
ADVT770 Copywriting (15 points)

ADVT772 Creative Principles and Strategy (15 points)
ADVT776 Advertising Art Direction (15 points)
COMM707 Media Communication III (15 points)

SELECT 15 points from:
ADVT771 Campaigns (15 points)
ADVT780 Applied Creative Strategies (15 points)
COMM706 Issues in Media Communication (15 points)

SELECT a further 45 points from optional papers listed below or any other paper in the Bachelor of Communication Studies. If you wish to take a minor, 30 points of these papers at level 7 may be in your minor subject area.

Level 5:
COMM507 Performance Communication (15 points)
COMM511 Introduction to Popular Culture (15 points)
MUSC500 Technology and Composition (15 points)
RADC501 Audio Production Techniques (15 points)
TVSP501 Screen Production Fiction I (15 points)

Level 6:
MARS603 Communications in Marketing, Advertising, Retailing, Sales (15 points)
MUSC600 Technology and Creative Expression (15 points)
TVSP600 Screen Production Fiction II (15 points)

Level 7:
ADVT773 Advanced Copywriting (15 points)
ADVT774 Selected Topics in Advertising Creativity (15 points)
ADVT775 Advanced Advertising Art Direction (15 points)
CIND703 Selected Topics in Creative Industries (15 points)
CIND706 Creative Marketplace (15 points)
CIND707 The Film Industries (15 points)
COMM703 Media and Politics (15 points)
COMM704 Promotional Culture (15 points)
COMM705 The Music Industries (15 points)
COMM710 Performance for Camera (15 points)
DIGM705 Selected Topics in Digital Media (15 points)
HIST770 Popular Monsters (15 points)
JOUR703 Data Journalism (15 points)
JOUR704 News Editing and Design (15 points)
JOUR705 Magazine Journalism (15 points)
JOUR706 Radio Journalism (15 points)
JOUR707 Photo Journalism (15 points)
JOUR708 Television Journalism (15 points)
JOUR709 Selected Topics in Journalism (15 points)
JOUR711 Reporting the Pacific Region (15 points)
JOUR712 Maori and Pasifika Media Industry (15 points)
MARS705 Trends and Innovations (15 points)
PUBL700 Communication in a Business Environment (15 points)
PUBL703 Selected Topics in Public Relations (15 points)
PUBL706 Sponsorship and Promotion (15 points)
RADC704 Radio and Society (15 points)
RADC705 Selected Topics in Radio (15 points)
TVSP702 Screenwriting: Drama (15 points)
TVSP703 Screenwriting: Documentary (15 points)
TVSP704 Advanced Studio Production (15 points)
TVSP705 Screen Interviews and Production (15 points)
TVSP707 Screen Production Management (15 points)
TVSP708 Selected Topics in Television and Screen Production (15 points)

Click here to view programme structure and paper outlines.

Additional course information can also be found here.

Enrolment in papers is subject to meeting all requirements and availability of papers.

Last updated: 26-Jan-2018 7.29am

The information on this page was correct at time of publication. For a comprehensive overview of AUT qualifications, please refer to the Academic Calendar.