ALA203 - Integrated Brand Communication


2023 unit information

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






Incompatible with:


Study commitment

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus

Trimester 2: 1 x 2-hour seminar per week

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

Scheduled learning activities - cloud (online)

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.

Unit Fee Information

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