ALA203 - Integrated Communication

Unit details

Note: You are seeing the 2019 view of this unit information. These details may no longer be current. [Go to the current version]
Year:2019 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
Trimester 2 Unit Chair:

Deirdre Quinn-Allan

Trimester 3 Unit Chair:

Ross Monaghan

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR310

Scheduled learning activities - campus:

Trimester 2

1 x 2 hour seminar per week

Trimester 3

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

Scheduled learning activities - cloud (online):

Trimester 2 & 3

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.

Note:

Commencing 2019

Quota applies to the Trimester 2 Burwood offering.  Quota full as of 4 July 2019

Content

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.

Assessment

Assessment 1 (Group of 3-5 students) - Research and planning report (1200 words per student equivalence) - 30%

Assessment 2 (Individual) - Integrated Communication Plan (2000 words or equivalent) - 50%

Assessment 3 (Individual) - 2 Quizzes (800 words or equivalent) - 20%