ALA102 - Creative Brand Communication

Unit details

Year:

2023 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Richie Barker
Trimester 3: Earvin Cabalquinto
Cohort rule:

Nil

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 - online:

Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hour per week equivalence)

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
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 the unit can be found on the University Library via ALA102
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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