ALA304 - Creative Advertising Campaigns
Unit details
| Year | 2026 unit information |
|---|---|
| Enrolment modes | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s) | 1 |
| EFTSL value | 0.125 |
| Unit chair | Trimester 2: Ben Crockett |
| Prerequisite | Two units: ALA201 and ALA203 |
| Corequisite | Nil |
| Incompatible with | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment | 1 x 2-hour on-campus seminar per week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment | Approximately 2-hour of online learning tasks and discussions per week |
| Typical study commitment | Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
Content
This unit consolidates students’ knowledge of the theory and practice of advertising and aligned communication practices by placing them in a simulated agency environment. Students will work in collaborative teams to develop a comprehensive advertising program and creative executions in response to challenging real-world communication problems.
The unit presents students with an opportunity to enhance work-readiness, hone formal presentation and client liaison skills, and further build their folios of strategy development, copywriting and/or art direction work.
Learning outcomes
Each unit in your course is a building block towards Deakin's Graduate Learning Outcomes - not all units develop and assess every Graduate Learning Outcome (GLO).
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Analyse and apply self-branding strategies in preparation for entry into the jobs market | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO6: Self-management |
| ULO2 | Model professional presentation and client relationship skills as part of a real-world advertising project | GLO1: Discipline-specific knowledge and capabilities GLO5: Problem solving GLO6: Self-management |
| ULO3 | Fulfil the planning, scheduling, concept development and production tasks required of a comprehensive advertising campaign proposal | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO5: Problem solving |
| ULO4 | Use theory to analyse the factors that shape teamwork success and critically reflect on collaborative actions | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication 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: Self-branding Project | 1200 words or equivalent | 30% | Week 5 |
| Assessment 2: Oral Presentation and Contribution | 1200 words or equivalent | 30% | Week 9 |
| Assessment 3: (Group) Campaign Project | 1600 words or equivalent | 40% | Week 10 |
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.
Hurdle requirements
To be eligible to obtain a pass in this unit, students must achieve an overall mark of at least 50% in assessment task 3, Advertising campaign to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
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.
Bring Your Own Device (BYOD)
To fully engage with Deakin's learning experiences, students must be able to access and use internet-connected devices as outlined in computing requirements at Deakin.
To support student success at Deakin, we have a bring-your-own-device (BYOD) learning environment that acknowledges that students and educators bring with them the digital tools they regularly use to complete academic tasks. These tools stay with you beyond the classroom, helping you to keep learning, explore ideas more deeply, and connect with knowledge in ways that matter to you.
Students requiring a loan device should visit our Loan Laptop webpage or students requiring longer-term assistance should visit our Student Financial Assistance webpage.
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.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.