ALA102 - Creative Brand Communication
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online Trimester 3: Online (Intensive mode - weeks 1-5) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Richie Barker Trimester 3: Ben Crockett |
| Cohort rule: | Nil |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALAM102 |
| 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. |
| 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: | Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hour per week equivalence) |
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.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| 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 the unit can be found on the University Library via ALA102
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
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