ALA203 - Integrated Brand Communication

Unit details


2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), 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.

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

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

Trimester 2: 1 x 2-hour seminar per week

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

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

Trimesters 2 & 3: 1 x 2-hour seminar per week (recordings provided)


Successful brands are capable of building build 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 brand 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) - Team Participation Report 800 words
or equivalent
(per student)
20% Week 4
Assessment 2 (Group of 3-5 students) - Research and Planning Report 1200 words 
or equivalent
30% Week 6
Assessment 3 - Integrated Communication Plan 2000 words 
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

ALA203 Integrated Brand Communication has weekly study guide topics on the unit site. Links to readings and resources are located within the study guide topics. Commence each week’s topic via the study guide. Whilst many readings and resources can be found via the University Library (see ALA203) you should not rely on this list as you may miss learning activities and resources central to assessment and unit quizzes.

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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