ALA302 - Transmedia Storytelling for Brands

Unit details


2024 unit information

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

Students must have passed unit ALA203 or MMK295

Incompatible with: ALR703
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 2-hour seminar per week

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

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


Student enrolment quota applies to Trimester 1: Burwood (Melbourne) offering


This unit explores the theory and practice of organisational transmedia storytelling and instructs students on the production of content that earns audience attention across traditional and digital advertising channels. The unit emphasises the value of developing an overarching narrative that is fragmented across a series of platforms with each making a unique contribution. Students will be introduced to transmedia storytelling theory, learn about the application of digital media by brands, apply strategies that bolster social media engagement and identify advertising related trends in digital media.

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

Analyse and explain the impact of digital advertising and transmedia storytelling approaches on brand communication

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking


Critically evaluate emerging digital media platforms and their relative effectiveness as advertising channels

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking


Review and apply transmedia storytelling and audience engagement principles to develop a project plan

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO5: Problem solving


Apply the features and language of individual media platforms in the creation of branded transmedia storytelling content

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Journal 1200 words 30% Ongoing
Assessment 2 (Group) - Presentation 1200 words
or equivalent
30% Week 8
Assessment 3 - Campaign and Content materials 1600 words
or equivalent
40% 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

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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