ALA302 - Transmedia Storytelling for Brands
Unit details
| Year: | 2023 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. |
| Scheduled learning activities - campus: | 1 x 2-hour seminar per week |
| Scheduled learning activities - online: | 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 | 20% | Ongoing |
| Assessment 2 (Group) - Presentation | 1200 words or equivalent | 30% | Week 8 |
| Assessment 3 - Campaign and Content materials | 1600 words or equivalent | 50% | 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
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