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2021 unit information
Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.
Thank you for your flexibility and commitment to studying with Deakin in 2021.
Last updated: 4 June 2021
Nil
ALR310
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: 5 x 4.4-hour intensives in weeks 1, 3, 6, 8, 10.
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.
Use marketing communication theory to critically engage with professional practice and industry contexts
GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
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
GLO7 Teamwork
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.
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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