ALA203 - Integrated Communication
|Year||2018 unit information|
Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Campus: 1 x 2 hour Seminar per week
Cloud (online): Learning experiences are via CloudDeakin and students will be expected to engage in collaborative online activities and review.
Campus: Intensive (5 days) at the Burwood Campus. Dates to be advised.
Cloud (online): Learning experience are via CloudDeakin and students will be expected to engage in collaborative online activities and review.
Successful brands are capable of building long-term relationships with consumers across a selection of paid, shared, earned and owned media in addition to interpersonal forms of communication. This unit focuses on research and planning processes that reveal how advertising works in conjunction with other promotional functions. An integrated approach to understanding aligned fields such as digital media, social media, public relations, direct marketing and sales promotion will enhance your ability to develop research-driven strategies that solve complex communication problems for organisations. Using both theory and industry models, you will identify and apply consumer insights that inform strategy-driven choices on media selection, message strategy, tactical recommendations and evaluation techniques.
Research and Planning Report (group), 20%
Integrated Communication Plan (individual), 2000 words equivalent, 50%
Examination, 2 hours, 30%