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ALA102 - Creative Brand Communication

Year	2025 unit information
Enrolment modes:	Trimester 2: Burwood (Melbourne), Online Trimester 3: Burwood (Melbourne), Online (Intensive mode - weeks 1-5)
Credit point(s):	1
EFTSL value:	0.125
Unit Chair:	Trimester 2: Richie Barker Trimester 3: Ben Crockett
Prerequisite:	Nil
Corequisite:	Nil
Incompatible with:	ALAM102
Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:	Trimester 2: 1 x 2-hour on-campus seminar per week Trimester 3: 1 x 4-hour on-campus seminar per trimester in weeks 1-5 (livestreamed, recordings provided)
Educator-facilitated (scheduled) learning activities - online unit enrolment:	Approximately 2-hours of online learning tasks and discussions per week
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.

Content

Students will explore the nexus of creativity and strategy that is fundamental to successful brand communication. They will examine the nature of creativity in the communication industry and practitioner approaches to the creative process. The advertising messages produced by international brands will be analysed to help students prepare for global mobility as future practitioners. Students will be introduced to the key creative roles within communication companies and build the research, planning and ideation skills required of contemporary practitioners.

Learning Outcomes

ULO	These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can:	Alignment to Deakin Graduate Learning Outcomes (GLOs)
ULO1	Identify and explain the principles of brand positioning and brand identity	GLO1: Discipline-specific knowledge and capabilities
ULO2	Explore and apply theories of creativity and the creative process in brand communication contexts	GLO1: Discipline-specific knowledge and capabilities
ULO3	Identify and compare the cross-cultural differences that emerge in international brand communication	GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO8: Global citizenship
ULO4	Apply the research and planning tasks required to develop a creative brief and creative advertising concepts	GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO5: Problem solving

Assessment

Assessment Description	Student output	Grading and weighting (% total mark for unit)	Indicative due week
Assessment 1: Seminar Exercises	800 words or equivalent	20%	Information not yet available
Assessment 2: Essay	1600 words or equivalent	40%	Information not yet available
Assessment 3: Portfolio	1600 words or equivalent	40%	Information not yet available

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 ALA102 can be found via the University Library.

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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