ALA203 - Integrated Brand Communication

Unit details

Note: You are seeing the 2023 view of this unit information. These details may no longer be current. [Go to the current version]

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: Deirdre Quinn-Allan
Trimester 3: Deirdre Quinn-Allan
Cohort rule:Nil


Incompatible with: ALR310
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:

Trimester 2: 1 x 2-hour seminar per week

Trimester 3: 5 x 4.4-hour intensives in weeks 1, 3, 6, 8, 10.

Scheduled learning activities - online:

Online independent and collaborative learning activities x 2-hours per week. This will involve a range of activities including seminar recordings and synchronous and asynchronous participation in online classroom activities


Successful brands are capable of building long-term relationships with consumers across a selection of paid, shared, earned and owned media in addition to interpersonal forms of communication. This unit focuses on research and planning processes that reveal how advertising works in conjunction with other promotional functions. An integrated approach to understanding aligned fields such as digital media, social media, public relations, direct marketing and sales promotion will enhance your ability to develop research-driven strategies that solve complex communication problems for organisations. Using both theory and industry models, you will identify and apply consumer insights that inform strategy-driven choices on media selection, message strategy, tactical recommendations and evaluation techniques.

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

Use marketing communication theory to critically engage with professional practice and industry contexts

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking


Prepare a marketing communication plan to a professional standard

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication


Research and evaluate factors internal and external to the organisation to set objectives, and make decisions about marketing communication strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving


Work effectively as a member of a planning team to locate, interpret and apply relevant marketing information to solve marketing communication problems

GLO7: Teamwork


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 (Group of 3-5 students) - Research and planning report 1200 words
or equivalent
(per student)
30% Week 5
Assessment 2 - Integrated Communication Plan 2000 words
or equivalent
50% Week 11
Assessment 3 - 2 Quizzes 800 words
or equivalent
Quiz 1: Week 6 Quiz 2: Week 12

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 ALA203
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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