ALA302 - Transmedia Storytelling
Unit details
Year: | 2020 unit information |
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Important Update: | Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester. Last updated: 2 June 2020 |
Enrolment modes: | Trimester 1: Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 1: Richie Barker |
Prerequisite: | ALA203 or MMK295 |
Corequisite: | Nil |
Incompatible with: | Nil |
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: | 1 x 2-hour seminar per week |
Scheduled learning activities - cloud: | 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.
These are the Learning Outcomes (ULO) for this unit At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes | |
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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 |
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 |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Trimester 1:Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
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Assessment 1 (Individual) - Journal | 1400 words | 35% | Information not yet available |
Assessment 2 (Group) - Presentation | equivalent 1200 words | 30% | Information not yet available |
Assessment 3 (Individual) - Written project | equivalent 1400 words | 35% | 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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