ADVERTISING IN THE DIGITAL AGE
MKT1ADD
2018
Credit points: 15
Subject outline
In this subject, you will explore advertising theory and practice in the context of Integrated Marketing Communications (IMC). You will learn how to integrate and critically analyse the elements of the IMC mix. You will learn about advertising, direct marketing, personal selling, publicity and PR. You will develop communication messages that have meaning and impact for consumers in today's digital age. You will analyse case studies designed to equip you with the knowledge and skills to communicate effectively with consumers.
School: La Trobe Business School
Credit points: 15
Subject Co-ordinator: Marthin Nanere
Available to Study Abroad Students: Yes
Subject year level: Year Level 1 - UG
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: N/A
Co-requisites: N/A
Incompatible subjects: MKT3ADV
Equivalent subjects: N/A
Special conditions: N/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | TBA | Prescribed | TBA | TBA |
Graduate capabilities & intended learning outcomes
01. Discuss the various forms of promotion and their advantages and disadvantages.
- Activities:
- Seminar/workshop
02. Select appropriate media for implementing an integrated marketing communications campaign.
- Activities:
- Seminar/workshop and campaign group assignment
03. Present an integrated marketing communications campaign in a professional manner.
- Activities:
- Presentation of campaign to class
04. Explain the creative issues that need to be considered in an advertising campaign.
- Activities:
- Seminar/workshop and campaign group assignment
05. Develop an annual advertising campaign.
- Activities:
- Seminar/workshop and sales promotion campaign group assignment
Albury-Wodonga, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Bendigo, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Melbourne, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
Evidence Based LearningWeek: 10 - 22
Twelve 2.0 hours evidence based learning per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Mildura, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Shepparton, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Vietnam, 2018, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04, 05 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04, 05 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04, 05 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |