Qualification details

BSB60110 - Advanced Diploma of Advertising (Release 3)


Usage recommendation:
Supersedes and is equivalent to BSB60107 - Advanced Diploma of Advertising 11/Mar/2009
Is superseded by and equivalent to BSB60115 - Advanced Diploma of AdvertisingUpdated to meet Standards for Training Packages 24/Mar/2015

ReleaseRelease date
3 (this release) 18/Dec/2012
(View details for release 2) 28/Nov/2011
(View details for release 1) 10/Mar/2009

Units of competency

CodeSort Table listing Units of Competency by the Code columnTitleSort Table listing Units of Competency by the Title columnUsage RecommendationSort Table listing Units of Competency by the Usage Recommendation columnEssentialSort Table listing Units of Competency by the Essential column
BSBFIM601A - Manage financesManage financesSupersededElective
BSBMKG607B - Manage market researchManage market researchSupersededElective
BSBMGT605B - Provide leadership across the organisationProvide leadership across the organisationSupersededElective
BSBDES601A - Manage design realisationManage design realisationSupersededElective
BSBWHS605A - Develop, implement and maintain WHS management systemsDevelop, implement and maintain WHS management systemsSupersededElective
BSBMGT616A - Develop and implement strategic plansDevelop and implement strategic plansSupersededElective
BSBADV603B - Manage advertising productionManage advertising productionSupersededCore
BSBADV605B - Evaluate campaign effectivenessEvaluate campaign effectivenessSupersededCore
BSBADV602B - Develop an advertising campaignDevelop an advertising campaignSupersededCore
BSBINN601B - Manage organisational changeManage organisational changeSupersededElective
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SchemeCodeClassification value
ANZSCO Identifier 225111 Advertising Specialist 
ASCO (occupation type) Identifier 2221-17 Advertising Specialist 
ASCED Qualification/Course Field of Education Identifier 0805 Sales And Marketing 
Qualification/Course Level of Education Identifier 411 Advanced Diploma 
Taxonomy - Industry Sector N/A Advertising and Marketing 
Taxonomy - Occupation N/A Client Services Executive,Advertising Account Planning Manager,Advertising Account Director,Client Services Director 

Classification history

SchemeCodeClassification valueStart dateEnd date
ANZSCO Identifier 225111 Advertising Specialist 03/Aug/2011 
ASCO (occupation type) Identifier 2221-17 Advertising Specialist 03/Aug/2011 
ASCED Qualification/Course Field of Education Identifier 0805 Sales And Marketing 03/Aug/2011 
Qualification/Course Level of Education Identifier 411 Advanced Diploma 10/Mar/2009 
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Modification History



Release 3

New release of this Qualification with BSB07 Business Services Training Package version 7.0.

BSBOHS elective unit updated with the BSBWHS unit and imported elective units updated with the most current equivalent.

Release 2

New release of this Qualification with BSB07 Business Services Training Package version 6.0.

Unit codes updated.

Release 1

Initial release of this Qualification.


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 

Job roles and titles vary across different industry sectors. Possible job titles relevant to this qualification include:

  • account director
  • account planning manager
  • client services executive
  • client services director.

Pathways Information

Pathways into the qualification 

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.

Licensing/Regulatory Information

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.

Entry Requirements

There are no entry requirements for this qualification.

Employability Skills Summary

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.

Employability skill 

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
  • negotiating contracts
  • 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

Packaging Rules

Total number of units = 8 

5 core units  plus 

3 elective units 

2 of the elective 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.

Core units 

BSBADV602B Develop an advertising campaign

BSBADV603B Manage advertising production

BSBADV604B Execute an advertising campaign

BSBADV605B Evaluate campaign effectiveness

BSBMKG523A Design and develop an integrated marketing communication plan

Elective units 


BSBCOM603C Plan and establish compliance management systems

Creating thinking 

BSBCRT501A Originate and develop concepts

Design process 

BSBDES601A Manage design realisation

BSBDES602A Research global design trends


BSBDIV601A Develop and implement diversity policy

Financial management 

BSBFIM601A Manage finances

Human resource management 

BSBHRM602B Manage human resources strategic planning

Information management 

BSBINM601A Manage knowledge and information


BSBINN601B Manage organisational change


BSBMGT605B Provide leadership across the organisation

BSBMGT608C Manage innovation and continuous improvement

BSBMGT615A Contribute to organisation development

BSBMGT616A Develop and implement strategic plans

BSBMGT617A Develop and implement a business plan


BSBMKG611A Manage measurement of marketing effectiveness

BSBMKG603B Manage the marketing process

BSBMKG607B Manage market research

BSBMKG608A Develop organisational marketing objectives

BSBMKG609A Develop a marketing plan

Work health and safety 

BSBWHS605A Develop, implement and maintain WHS management systems


BSBSUS501A Develop workplace policy and procedures for sustainability

Imported units 

PSPGOV602B Establish and maintain strategic networks

PSPPROC607A Manage strategic contracts