Advertising is a discipline which combines art, science, strategy and communications practice. It has potential applications far wider than simply employment in an advertising agency. Advertising focuses on "controlled communications", where the content and the delivery-mode are both paid for by the client. The degree can include elements of production, marketing, public relations, visual arts, communications research and interactive multi-media to develop and showcase the strengths of individual students. Advertising is a critical component of integrated marketing communications in a business environment where it is communications (rather than accountancy) which has become the cornerstone of many successful corporate careers.
Edith Cowan University's advertising degree is accredited by the International Advertising Association (IAA) and addresses advertising as a communication specialism, rather than as a sub-section of a marketing plan.