ALA102 - Creative Brand Communication
Unit details
| Year | 2025 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Richie Barker Trimester 3: Ben Crockett |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALAM102 |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | Trimester 2: 1 x 2-hour on-campus seminar per week Trimester 3: 1 x 4-hour on-campus seminar per trimester in weeks 1-5 (livestreamed, recordings provided) |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | Approximately 2-hours 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. This will include educator guided online learning activities within the unit site. |
Content
Students will explore the nexus of creativity and strategy that is fundamental to successful brand communication. They will examine the nature of creativity in the communication industry and practitioner approaches to the creative process. The advertising messages produced by international brands will be analysed to help students prepare for global mobility as future practitioners. Students will be introduced to the key creative roles within communication companies and build the research, planning and ideation skills required of contemporary practitioners.
Learning Outcomes
| 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 | Identify and explain the principles of brand positioning and brand identity | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Explore and apply theories of creativity and the creative process in brand communication contexts | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Identify and compare the cross-cultural differences that emerge in international brand communication | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO8: Global citizenship |
| ULO4 | Apply the research and planning tasks required to develop a creative brief and creative advertising concepts | 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: Seminar Exercises | 800 words or equivalent | 20% | Information not yet available |
| Assessment 2: Essay | 1600 words or equivalent | 40% | Information not yet available |
| Assessment 3: Portfolio | 1600 words or equivalent | 40% | 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
The texts and reading list for ALA102 can be found via the University Library.
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.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.