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2025 unit information
Nil
Trimester 2: 1 x 2-hour on-campus seminar per week
Trimester 3: 1 x 4.4-hour on-campus intensive (seminar) per trimester in weeks 1, 3, 6, 8, 10
1 x 2-hour online seminar per week (recordings provided)
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.
Successful brands are capable of building build 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 brand 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.
Alignment to Deakin Graduate Learning Outcomes (GLOs)
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
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.
ALA203 Integrated Brand Communication has weekly study guide topics on the unit site. Links to readings and resources are located within the study guide topics. Commence each week’s topic via the study guide. Whilst many readings and resources can be found via the University Library link) you should not rely on this list as you may miss learning activities and resources central to assessment.The texts and reading list for ALA203 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.
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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.
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