ALR733 - Advertising Theory and Practice
Unit details
| Year: | 2020 unit information |
|---|---|
| Important Update: | Classes and seminars in Trimester 3, 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 trimester. Last updated: 5 October 2020 |
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Cloud (online), CBD* |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Ross Monaghan Trimester 3: Ross Monaghan |
| Prerequisite: | Nil |
| 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 learning activities 2-hours per week. This will include a range of activities including seminar recordings, and synchronous and asynchronous participation in online classroom activities |
Note:*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery | |
Content
Advertising is a dynamic form of marketing communication that is both complex and evolving. This unit will examine advertising from a range of theoretical and applied perspectives to understand its role as a persuasive communication technique. The unit also situates advertising in the context of global, economic, regulatory and cultural perspectives which shape advertising practices and how advertising is perceived and understood by various audiences (target and non-target). The unit begins with a focus on the broader role of advertising in society and then examines more practical aspects of advertising planning and execution within the context of Integrated Marketing Communication.
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| These are the Learning Outcomes (ULO) for this unit At the completion of this unit, successful students can: | |
| ULO1 | Justify the function of advertising in a business and marketing context | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO8: Global citizenship |
| ULO2 | Explain the relationship between market competition, sociocultural and ethical values and the influence of these factors on advertising practice and regulation in society | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO8: Global citizenship |
| ULO3 | Analyse and compare different perspectives on Integrated Marketing Communications (IMC) and how IMC drives advertising decisions | GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinking |
| ULO4 | Analyse and evaluate advertising practices and creative strategy within the context of advertising planning | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO4: Critical thinking GLO8: Global citizenship |
| ULO5 | Locate and apply relevant scholarly works to the analysis of different approaches to advertising theory and practice | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO4: Critical thinking |
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 (Individual) - Essay | 2500 word or equivalent | 50% | Week 5 |
| Assessment 2 (Individual) - Report | 2500 word or equivalent | 50% | Week 11 |
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
The texts and reading list for the unit can be found on the University Library via the link below: ALR733 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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