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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 seminar per week

Trimester 3: 1 x 4 hour livestreamed seminar per week (weeks 1-5, 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.

Estimate your fees

For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.