ALR710 - Advanced Brand Communication

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Ben Crockett
Prerequisite:

Nil

Corequisite:Nil
Incompatible with:

ALR610, ALR310, ALR410, ALA304

Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 2-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hour per week equivalence)

Content

Creativity is essential to all aspects of advertising practice and a central means of building audience loyalty and positive brand associations. In this unit, you will evaluate global advertising campaigns focusing on creative impact and strategy innovations. Using this knowledge, you will conceive and produce campaign materials in response to a real-world client brief. You will also further investigate brand communication specialisations when developing campaign work to hone your skills and knowledge as a current or future practitioner.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Analyse and evaluate the strategic and creative elements of global advertising campaigns.

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO8: Global citizenship

ULO2

Critically explore industry specialisations to self-evaluate industry-specific interest areas

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO6: Self-management

ULO3

Apply a range of creative strategies to address complex, real-world, brand communication problems

GLO1: Discipline-specific knowledge and capabilities

GLO5: Problem solving

ULO4

Critically reflect on industry-specific skills and knowledge in the conception and production of advertising campaign planning and creative outputs

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO6: Self-management

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 – Campaign Report 2000 words or equivalent 40% Week 5
Assessment 2 –  Campaign Project 3000 words or equivalent 60% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via ALR710
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

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