ALA101 - Advertising Principles and Practices

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Trimester 3: Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Cameron Jenyns
Trimester 3: Cameron Jenyns
Cohort rule:Nil
Prerequisite:

Nil

Corequisite:Nil
Incompatible with: ALAM101
Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 1-hour lecture per week and 1 x 2-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

Online independent and collaborative learning activities including, 1 x 1-hour lecture per week (recordings provided), online learning tasks (2-hour per week equivalence)

Content

This unit will introduce students to the theory and practice of contemporary advertising by exploring the industry's history and rapidly changing nature in the digital era. The social, ethical and regulatory contexts of advertising are established to encourage students to become reflective future producers or consumers of advertising messages. The strategic imperatives of advertising and notions of effectiveness are examined to build students' abilities to solve communication problems that are commonly faced by private, public and non-for-profit sector clients.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Recognise and describe the changing nature of the advertising industry in the digital era

GLO1: Discipline-specific knowledge and capabilities

ULO2

Explain the social, regulatory and ethical dimensions of contemporary advertising practice

GLO1: Discipline-specific knowledge and capabilities

GLO7: Teamwork

ULO3

Identify advertising research and planning processes

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

ULO4

Evaluate media channel suitability for prescribed target audiences

GLO1: Discipline-specific knowledge and capabilities

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - (Group of 3 - 4 students) - Presentation 1200 words 
or equivalent
30% Week 5
Assessment 2 (Individual) - Creative Brief 800 words 
or equivalent
20% Week 8
Assessment 3 - (Individual) - Planning Report 2000 words 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 ALA101
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

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.

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