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.
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
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
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
Use marketing communication theory to critically engage with professional practice and industry contexts
GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking
Prepare a marketing communication plan to a professional standard
Research and evaluate factors internal and external to the organisation to set objectives, and make decisions about marketing communication strategy and tactics
GLO3: Digital literacy
GLO5: Problem solving
Work effectively as a member of a planning team to locate, interpret and apply relevant marketing information to solve marketing communication problems
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment 1 (Group of 3-5 students) - Research and planning report
Assessment 2 (Individual) - Integrated Communication Plan
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.
There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.
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