ALA203 - Integrated Brand Communication


2024 unit information

Enrolment modes: Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s): 1
EFTSL value: 0.125
Cohort rule: Nil


Corequisite: Nil
Incompatible with: ALR310
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.

Scheduled learning activities - campus

Trimester 2:

Burwood: 1 x 2-hour seminar per week

Geelong: 6 x 2-hour on campus seminars in weeks 1, 6,7,8,9 & 10. 4 x 2 -hour online seminars in weeks 2,3,4 and 5.

Trimester 3:

5 x 4.4-hour intensives in weeks 1, 3, 6, 8, 10.

Scheduled learning activities - online

Trimesters 2 & 3: 1 x 2-hour seminar per week (recordings provided)


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.

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.

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