ALR733 - Advertising Theory and Practice
| Year: | 2021 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Cloud (online), CBD* |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| 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 1: 1 x 2-hour seminar per week Trimester 3: 5 x 4.4-hour intensives over weeks 1, 3, 7, 9, 11 |
| Scheduled learning activities - cloud (online) | Trimester 1 and 3: Online independent and collaborative learning activities 2-hours per week. This will include a range of activities including seminar recordings, and synchronous and asynchronous participation in online classroom activities |
| In-person attendance requirements | Trimester 3: Campus: 5 x 5-hour intensives over weeks 1, 3, 7, 9, 11 |
| Note: | *CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery |
Content
Advertising is a dynamic form of marketing communication that is both complex and evolving. This unit will examine advertising from a range of theoretical and applied perspectives to understand its role as a persuasive communication technique. The unit also situates advertising in the context of global, economic, regulatory and cultural perspectives which shape advertising practices and how advertising is perceived and understood by various audiences (target and non-target). The unit begins with a focus on the broader role of advertising in society and then examines more practical aspects of advertising planning and execution within the context of Integrated Marketing Communication.
Unit Fee Information
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