ALA203 - Integrated Communication
Unit details
| Year: | 2021 unit information |
|---|---|
| Important Update: | Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester. Thank you for your flexibility and commitment to studying with Deakin in 2021. Last updated: 4 June 2021 |
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online Trimester 3: Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Deirdre Quinn-Allan Trimester 3: Kristin Demetrious |
| Cohort rule: | Nil |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALR310 |
| Typical 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 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 |
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.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Use marketing communication theory to critically engage with professional practice and industry contexts | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO4: Critical thinking |
| ULO2 | Prepare a marketing communication plan to a professional standard | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication |
| ULO3 | Research and evaluate factors internal and external to the organisation to set objectives, and make decisions about marketing communication strategy and tactics | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO4: Critical thinking GLO5: Problem solving |
| ULO4 | Work effectively as a member of a planning team to locate, interpret and apply relevant marketing information to solve marketing communication problems | GLO7 Teamwork |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1 (Group of 3-5 students) - Research and planning report | 1200 words or equivalent (per student) | 30% | Information not yet available |
| Assessment 2 - Integrated Communication Plan | 2000 words or equivalent | 50% | Information not yet available |
| Assessment 3 - 2 Quizzes | 800 words or equivalent | 20% | 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
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
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