2020 unit information
Classes and seminars in Trimester 3, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of trimester.
Last updated: 5 October 2020
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
1 x 2-hour seminar per week
Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hour per week equivalence)
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.
These are the Learning Outcomes (ULO) for this unit
At the completion of this unit, successful students can:
Deakin Graduate Learning Outcomes
Identify and explain the principles of brand positioning and brand identity
GLO1: Discipline-specific knowledge and capabilities
Explore and apply theories of creativity and the creative process in brand communication contexts
Identify and compare the cross-cultural differences that emerge in international brand communication
GLO8: Global citizenship
Apply the research and planning tasks required to develop a creative brief and creative advertising concepts
GLO5: Problem solving
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
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.
The texts and reading list for the unit can be found on the University Library via the link below: ALA102 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.
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