ALR733 - Advertising Theory and Practice

Unit details

Year:

2024 unit information

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

Nil

Corequisite:Nil
Incompatible with: ALA101
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:

Trimester 1: 1 x 2-hour seminar per week

Trimester 3: 5 x 4.4-hour intensives over weeks 1, 3, 7, 9, 11

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

Trimester 1 and 3: Online independent and collaborative learning activities, 2-hours per week equivalence

Content

A carefully considered and research-informed strategy sits behind every successful advertisement. This unit introduces you to advertising planning and explores the challenges and opportunities of contemporary practice. You will examine advertising effectiveness and strategic planning models to enhance your ability to solve the complex communication problems commonly faced by brands. You will also investigate the sociocultural influence of advertising and learn how the industry functions within the marketing communication ecosystem.

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

Evaluate and explain the contemporary advertising landscape and its social impact

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO2 Evaluate and apply advertising research and planning processes to successfully fulfil complex client briefs

GLO1: Discipline-specific knowledge and capabilities

GLO5: Problem solving

ULO3 Analyse and justify media channel suitability for prescribed target audiences and communicate in alignment with industry expectations

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

ULO4

Apply relevant theory and scholarship to advertising practices

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Planning Report 2000 word or equivalent 40% Week 6
Assessment 2 - Industry-based Project  3000 word 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 ALR733
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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