ALA302 - Transmedia Storytelling for Brands
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Richie Barker |
| Cohort rule: | Nil |
| Prerequisite: | Students must have passed unit ALA203 or MMK295 |
| Corequisite: | Nil |
| Incompatible with: | ALR703 |
| 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: | 1 x 2-hour seminar per week |
| 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) |
Note:Student enrolment quota applies to Trimester 1: Burwood (Melbourne) offering | |
Content
This unit explores the theory and practice of organisational transmedia storytelling and instructs students on the production of content that earns audience attention across traditional and digital advertising channels. The unit emphasises the value of developing an overarching narrative that is fragmented across a series of platforms with each making a unique contribution. Students will be introduced to transmedia storytelling theory, learn about the application of digital media by brands, apply strategies that bolster social media engagement and identify advertising related trends in digital media.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Analyse and explain the impact of digital advertising and transmedia storytelling approaches on brand communication | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO4: Critical thinking |
| ULO2 | Critically evaluate emerging digital media platforms and their relative effectiveness as advertising channels | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO4: Critical thinking |
| ULO3 | Review and apply transmedia storytelling and audience engagement principles to develop a project plan | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO5: Problem solving |
| ULO4 | Apply the features and language of individual media platforms in the creation of branded transmedia storytelling content | 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 - Journal | 1200 words | 30% | Ongoing |
| Assessment 2 (Group) - Presentation | 1200 words or equivalent | 30% | Week 8 |
| Assessment 3 - Campaign and Content materials | 1600 words or equivalent | 40% | Week 12 |
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
There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.
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.
Use the Fee estimator to see course and unit fees applicable to your course and type of place.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.