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ALA203 - Integrated Communication

Year:

2020 unit information

Important Update:

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

Enrolment modes:Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Deirdre Quinn-Allan
Trimester 3: Deirdre Quinn-Allan
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR310

Typical study commitment:

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

Scheduled learning activities - campus:

Trimester 2: 1 x 2-hour seminar per week

Trimester 3: Online independent and collaborative learning activities x 2-hours per week. This will involve a range of activities including seminar recordings and synchronous and asynchronous participation in online classroom activities

Scheduled learning activities - cloud:

Online independent and collaborative learning activities x 2-hours per week. This will involve a range of activities including seminar recordings and synchronous and asynchronous participation in online classroom activities

Content

Successful brands are capable of building long-term relationships with consumers across a selection of paid, shared, earned and owned media in addition to interpersonal forms of communication. This unit focuses on research and planning processes that reveal how advertising works in conjunction with other promotional functions. An integrated approach to understanding aligned fields such as digital media, social media, public relations, direct marketing and sales promotion will enhance your ability to develop research-driven strategies that solve complex communication problems for organisations. Using both theory and industry models, you will identify and apply consumer insights that inform strategy-driven choices on media selection, message strategy, tactical recommendations and evaluation techniques.

 

These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes

ULO1

Use marketing communication theory to critically engage with professional practice and industry contexts

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

ULO2

Prepare a marketing communication plan to a professional standard

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO3

Research and evaluate factors internal and external to the organisation to set objectives, and make decisions about marketing communication strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving

ULO4

Work effectively as a member of a planning team to locate, interpret and apply relevant marketing information to solve marketing communication problems

GLO7 Teamwork

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1 (Group of 3-5 students) - Research and planning report

1200 words per student equivalence 30% Information not yet available

Assessment 2 (Individual) - Integrated Communication Plan

2000 words or equivalent 50% Information not yet available
Assessment 3 (Individual) - 2 Quizzes 800 words or equivalent 20% 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

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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