Advertising Technology (ADV602): Learning Process That Goes Beyond The Realm of Academia

The Advertising Technology (ADV602) course holds an important role within the Bachelor of Mass Communication (Advertising) program offered by the Faculty of Communication & Media Studies. It serves as a bridge between the theoretical knowledge and practical application that students have gained over four semesters at UiTM. This course is not just about academic learning; it’s about translating that knowledge into real-world results.

In ADV602, students engage in a hands-on, immersive learning experience by creating Public Service Awareness (PSA) campaigns. These campaigns are not mere class projects; they are fully-fledged initiatives that require students to collaborate with external stakeholders such as companies, industries, and the local community. What sets this course apart is that students take charge of the entire process, from conceptualizing the campaign’s core ideas to developing the strategies and designs. This approach not only hones their creativity and problem-solving skills but also gives them a taste of the real challenges and rewards of the advertising industry.

Furthermore, ADV602 goes beyond just imparting advertising skills. It plays a significant role in fostering entrepreneurial qualities in students, in line with the objectives outlined in the Higher Education Action Plan Malaysia 2022-2025. The plan places an emphasis on producing well-rounded and entrepreneurial graduates who are not only skilled but also equipped to thrive in the ever-evolving job market. By reinforcing their knowledge, enhancing their practical skills, and nurturing their character, ADV602 equips students to meet the demands of potential employers. In doing so, it not only enhances their employability but also ensures they can make a meaningful contribution to their respective industries.

In order to succeed in this course, students need to be actively involved in producing effective digital campaigns. These campaigns are executed as part of community outreach programs, aligning with the core objectives of the advertising campaigns. This practical exposure allows students to apply what they have learned in a real-world context and develop a deeper understanding of the impact their work can have on the community.

This initiative extends beyond the boundaries of academia. It contributes to achieving Sustainable Development Goal (SDG) 4, which focuses on Quality Education, and SDG 8, which aims for Decent Work and Economic Growth. By empowering students with practical skills, problem-solving abilities, and an entrepreneurial mindset, ADV602 equips them to drive positive change in society while also preparing them for successful careers in advertising and related fields.

In a rapidly evolving world, where technology and societal needs continually change, the methods of teaching and learning must adapt accordingly. ADV602 embodies this adaptability by not only keeping up with technological advancements but also emphasizing a comprehensive approach to produce graduates who are not only knowledgeable but also versatile and competitive in the industry. This holistic approach ensures that students are well-prepared to face the challenges and opportunities of the advertising industry and beyond.