ALR710 - Advanced Brand Communication
Unit details
Year: | 2024 unit information |
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Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 2: 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 |
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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 |
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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
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