1. What item must be worn in the lab at all times, and why? 2. What should you do if a chemical spill occurs at your workstation? What should you do if the fire alarm sounds? (Be specific). 3. What should you do with your equipment after you have used it in an experiment? What should you do with broken glassware? How do you clean up broken glassware?   4. What must you have done before coming to lab? Why is this important? Before using any chemical substance, what should you do? Why?   5. What kinds of clothes are not allowed in lab? Explain why they must not be worn.   6. Where should you put backpacks, coats, and other bulky items? Why? What items should you have with you at your workstation or lab bench?   7. What is the proper way to dispose of chemicals at the end of each experiment? 1 Career strategy AMB339 ASSESSMENT 1: Prepared by: Table of Contents 1.0 Research into the discipline and employment opportunities 3 1.1 Current State of the Advertising Industry 3 1.2 The Future of my Discipline 4 1.3 Industry Trends 5 2.0 Audit of Career Competencies 5 2.1 Graduate Capabilities 6 2.2 Personal values and employment preferences 7 2.3 Individual employment preferences 7 2.4 SWOT analysis of career competencies 8 3.0 Employment strategy 8 4.0 Recommendations 9 5.0 References 10 Appendix 1 11 1.0 Research into the discipline and employment opportunities 1.1 Current State of the Advertising Industry My dream of becoming a junior creative specialist started to shape when I enrolled for business advertising majors at QUT. Ever since I have had the opportunity to learn several forms of media in the advertising industry, I have never been so optimistic about my expectations in the industry. Besides, I have been assigned several roles in my coursework, including being a planner, exposing me to wide advertising knowledge. Moreover, with a bigger focus on digital advertising, new technology opens new opportunities to satisfy clients. Notably, the industry has evolved from the quintessentially conventional print ads to novel advertising strategies, including co-branding, content marketing and online advertising. The Australian advertising industry is worth $3billion, employing over 17,770 people. Online and mobile advertising takes a huge junk of the advertising services, which stands at 49% of the total segments (Allday, 2020). Additionally, the shift towards online media has led to increased integrated marketing, which has led to Through-the-Line advertising, a combination of both Above-the-Line (ATL) and Below-the-Line (BTL) advertising approaches (Furman, 2017). As a result, the industry has shown steady growth in profits, with an annual growth of 3% (Allday, 2020).) in a period of 5 years (2016-2021). Based on employment prospects, the industry has shown annual average growth of 1% (2016-2021). In addition, the industry has shown a positive change in terms of wages, with a y ...

1. 1. What item must be worn in the lab at all times, and why?
2. What should you do if a chemical spill occurs at your
workstation? What should you do if the fire alarm sounds? (Be
specific).
3. What should you do with your equipment after you have used
it in an experiment? What should you do with broken
glassware? How do you clean up broken glassware?
4. What must you have done before coming to lab? Why is this
important? Before using any chemical substance, what should
you do? Why?
5. What kinds of clothes are not allowed in lab? Explain why
they must not be worn.
6. Where should you put backpacks, coats, and other bulky
items? Why? What items should you have with you at your
workstation or lab bench?

2. 7. What is the proper way to dispose of chemicals at the end of
each experiment?
1
Career strategy
AMB339 ASSESSMENT 1:
Prepared by:

3. Table of Contents
1.0 Research into the discipline and employment opportunities
3
1.1 Current State of the Advertising Industry 3
1.2 The Future of my Discipline 4
1.3 Industry Trends 5
2.0 Audit of Career Competencies 5
2.1 Graduate Capabilities 6
2.2 Personal values and employment preferences 7
2.3 Individual employment preferences 7
2.4 SWOT analysis of career competencies 8
3.0 Employment strategy 8
4.0 Recommendations 9
5.0 References 10
Appendix 1 11

4. 1.0 Research into the discipline and employment opportunities
1.1 Current State of the Advertising Industry
My dream of becoming a junior creative specialist started to
shape when I enrolled for business advertising majors at QUT.
Ever since I have had the opportunity to learn several forms of
media in the advertising industry, I have never been so
optimistic about my expectations in the industry. Besides, I
have been assigned several roles in my coursework, including
being a planner, exposing me to wide advertising knowledge.
Moreover, with a bigger focus on digital advertising, new
technology opens new opportunities to satisfy clients. Notably,
the industry has evolved from the quintessentially conventional
print ads to novel advertising strategies, including co-branding,
content marketing and online advertising. The Australian
advertising industry is worth $3billion, employing over 17,770
people. Online and mobile advertising takes a huge junk of the
advertising services, which stands at 49% of the total segments
(Allday, 2020).
Additionally, the shift towards online media has led to
increased integrated marketing, which has led to Through-the-
Line advertising, a combination of both Above-the-Line (ATL)
and Below-the-Line (BTL) advertising approaches (Furman,
2017). As a result, the industry has shown steady growth in
profits, with an annual growth of 3% (Allday, 2020).) in a
period of 5 years (2016-2021). Based on employment prospects,
the industry has shown annual average growth of 1% (2016-
2021). In addition, the industry has shown a positive change in
terms of wages, with a yearly growth of 2.3% (2016-2022).
The industry has high barriers to entry which means that it is
comprised of well-established and mid-sized agencies. These

5. players have acquired other complementary businesses such as
market research, web development and public relations. This
diversification increases job and career development
opportunities in the industry (Allday, 2020).
1.2 The Future of my Discipline
Demand for online advertising is expected to proliferate over
the next five years as more and businesses develop online
platforms and channels to reach out to consumers . In this
regard, the advertising entities are expected to re-invent their
advertising strategies because of the shift towards media
segmentation and reliance on digital and content advertising
(McGruer, 2020).
Allday (2020) projects the industry's value-added (a metric that
measures the industry's contribution to the country's economy)
to increase at an annual percentage of 5% in the next ten years
(2021-2031) which outperforms the country's projected GDP
growth of 1.9% over the same period. Additionally, the
projected annual and average growth in the industry's wages
stand at 1.9% and 4.8% by 2026, respectively.
Digital communication is opening up ways to increase
interaction with clients and learn more about client’s
expectations. Moreover, there is a growing need to deliver a
customised experience that resonates to both the individual and
collective levels (Davis, 2019). This aspect increased the
demand for getting skills on customer personas to shape the
creativity capability as a creative specialist. By knowing the
various customer profiles, one can determine what advertising
appeals to use, the budget and what advertising trends to
employ in the advertising plan.
1.3 Industry Trends
Three key trends can be identified in the advertising industry,
which also impacts my discipline and employment
opportunities. The first trend is the emergence of TTL

6. advertising, a strategy that uses both BTL and ATL as an
integrated approach to advertising to both mass and focused
markets altogether (Furman, 2017). This trend has seen many
businesses restructuring their operations to create an integrated
model for varied services. This diversification also increases the
scope of services, which will increase the enterprise numbers,
therefore increasing employment opportunities in the future.
Another trend is the integration of BTL and ATL marketing
services such as market research and digital advertising to
increase revenue streams among advertising agencies (Allday,
2020). This trend also creates more employment opportunities
for job seekers and a chance to meet various needs in the
market.
Another trend is the increased awareness of targeted advertising
among consumers and the need for a results-based metric
approach. Targeted advertising is based on customer personas
which entails specific interests and preferences. In this regard,
consumers are becoming more knowledgeable of advertising
effectiveness, and advertising agencies need to consider
measurable services to meet this new trend (Chaffey & Ellis-
Chadwick, 2019). This trend impacts the employment
opportunities by increasing demand for refined skills set
including Search Engine Optimisation, paid search and content
marketing (Stokes, 2011).
2.0 Audit of Career Competencies
2.1 Graduate Capabilities
Table one
Auditing career abilities
Graduate competencies
Experience/Knowledge
Benefit to the employer
Rating
Teamwork
I have successfully managed to work with diverse groups,
especially in my class assignments. The diversity in a group
setting exposed me to working alongside others for the

7. achievement of better results. besides, my Big Five personality
traits show that I possess agreeable ness, openness and
extraversion which are great qualities in a team (see appendix
1)
Teamwork benefits the employer by fostering creativity and
learning to achieve the best results.
8
Analytical ability
I have successfully managed to complete research taking the
role of an event planner in my coursework. I got a passing grade
(QUT, 2021)
Analytical skills help the employer in drawing logical
conclusions from a wide knowledge.
7
Communication skills
Throughout my studies, I have acquired knowledge on
communication by undertaking and completing units such as
speech communication and professional communication (QUT,
2021).
Communication skills are beneficial to an employer because it
increases employee engagement thus productivity (Qwikresume,
2021).
7
Discipline-specific capabilities
Creativity and innovation
The units in my coursework, such as advertising campaigns,
have sharpened my creativity and innovation skills, a crucial
skill in creative design (QUT, 2021).
Creativity and innovation are a crucial skill in the industry
because it allows me to create advertising concepts that appeal
to consumers.
8
Digital skills
In the future, every aspect of my career requires digital media,
and I have prepared myself for this experience. This has

8. increased my interest in the digital environment, navigating its
platforms, and noting crucial aspects such as paid search and
content marketing.
Digital skills are becoming mandatory skills for individuals
seeking to work in the advertising industry. This is because
most people spend most of their time on digital media, and it
has become part of people's lifestyles. Therefore, digital skills
better marketing communication
7
Planning
During my studies, I have engaged myself in developing several
advertising campaigns, which have increased my knowledge of
planning.
This skill benefits the employer because it supports the strategic
planning aspect in the advertising process for long-term and
measurable results.
9
2.2 Personal values and employment preferences
Personal values
Less important
Most important
A strong work Ethic
Honesty
Self-motivated

9. Responsibility
Adaptability
2.3 Individual employment preferences
Career
Rating in terms of preference (out of 10)
Location:
· Brisbane
· New York
· Sydney
9
Company preference:
· Small-sized
· Medium-sized
· Large-sized
8
Type of job
· Creative specialist
· Graphic designer
· Digital marketer
9
Compensation
· Satisfying pay
10
2.4 SWOT analysis of career competencies
Strengths:
· Proficiency in planning skills
· Digital skills
· Communication skills

10. · Analytical skills
· Creative and innovative
Weaknesses:
· Lack of experience in the work environment
· Individual preferences which limit the job opportunities
Opportunities:
· A growing advertising industry
· Companies integrating various industry roles present several
career development opportunities
Threats:
· Competition from a cohort of college and university graduates
· Competitors with superior skills and knowledge
· Saturated job market
3.0 Employment strategy
My unique selling proposition stems from a wide range of skills
and abilities in advertising, including a refined skill sets to
working with digital content. For instance, skills such as
creativity and innovation, digital skills and planning and
organisational skills such as teamwork and communication
skills will be a plus in the job market (Digital Marketing
Institute, 2020). Additionally, I will employ a professional tone
and show readiness to learn as I have no prior working
experience. My priority with the personal brand character will
show a passion in the advertising industry and my drive for
achieving better results.
In the above employment strategy, I outline my unique selling
proposition and my brand personality. This strategy is stout
enough to secure employment once I graduate since it aligns
with the trends and insights gained from analysing the industry.
For instance, the trend of companies integrating different
industry roles suits my brand personality well because I possess
varied refined skill sets to meet the needs. This aspect,
therefore, would appeal to many employers as I have several

11. capabilities in the workforce. Additionally, this unique selling
proposition is supported by evidence, as shown in section 2,
whereby I gained knowledge by completing various coursework
subjects. Because I have not had any chance to work in an
actual environment yet, I hope to keep an ambitious and ready-
to-learn tone so that I can stand a chance of getting employed.
4.0 Recommendations
Given the above analysis and strategy, I have developed three
recommendations to strengthen my employment strategy.
Recommendation 1: Because I do not have workplace
experience, I recommend applying for digitally-focused
internships and industrial attachment opportunities to equip me
with workplace knowledge, build a professional network, and
build a strong resume.
Recommendation 2: Because I have above-average digital,
creativity, and innovation skills (see table 1), I recommend
seeking additional skills outside my university coursework. For
instance, clubs such as Anime and Manga, HR connect, and
AMPed will equip me with a wide range of skills and
knowledge.
Recommendation 3: according to research, a creative specialist
needs to have a refined set of skills, such as a solid
understanding of design, copy and web practices (Qwikresume,
2021). Because these skills are essential, I recommend that I
take advantage of the coursework opportunities, including
seeking insights from my role supervisor to gain as much
knowledge as possible.
5.0 References
Allday, A. (2020). Digital Advertising Agencies in Australia .
IBISWorld
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing.
Pearson UK.
Davis, B. (2019). Digital advertising trends in 2020: What do
the experts predict?. Econsultancy.
Digital Marketing Institute. (2020). 10 DIGITAL SKILLS

12. THAT CAN MAKE STUDENTS INSTANTLY EMPLOYABLE.
Retrieved from: https://digitalmarketinginstitute.com/blog/10-
digital-skills-that-can-make-students-instantly-employable
Furman, J. (2017). Everything You Need to Know About ATL,
BTL and TTL Advertising. Sales and Marketing, 1-
3.https://econsultancy.com/digital-advertising-predictions-
trends-2020/
McGruer, D. (2020). Dynamic digital marketing: master the
world of online and social media marketing to grow your
business. John Wiley & Sons.
QUT. (2021). Advertising Campaigns AMB339_21se2.
Retrieved from
https://blackboard.qut.edu.au/webapps/blackboard/content/listC
ontent.jsp?course_id=_156876_1&content_id=_9218268_1
Qwikresume. (2021). Creative Specialist Resume Samples.
Qwikresume, 1-3.
Stokes, R. (2011). eMarketing: The essential guide to digital
marketing (Vol. 563). Quirk eMarketing.
Appendix 1
Big five results