ADVERTISING IN THE DIGITAL AGE
MKT1ADD
2019
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: Simon Pervan
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. Demonstrate an understanding of the various forms of promotion and their advantages and disadvantages
- Activities:
- Seminar/workshop
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Select appropriate media for implementing an advertising campaign
- Activities:
- Seminar/workshop and campaign group assignment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. Develop and present an advertising campaign in a professional manner
- Activities:
- Presentation of campaign to class
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
04. Recognise the creative issues that need to be considered in an advertising campaign
- Activities:
- Seminar/workshop and campaign group assignment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Albury-Wodonga, 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Bendigo, 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Melbourne, 2019, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop 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 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Melbourne, 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Mildura, 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Shepparton, 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Sydney, 2019, Study Period 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop 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 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Sydney, 2019, Study Period 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 42
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Vietnam (Hanoi University), 2019, Semester 1, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop 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 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |
Vietnam (Hanoi University), 2019, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Simon Pervan
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500 word equivalent) | 20 | 01, 02, 04 | |
| One, group project (1000 words per student) | 20 | 02, 03, 04 | |
| One, 2-hour final examination (2000 word equivalent) | 50 | 01, 02, 04 | |
| One, group presentation (5 min per student) (500 word equivalent) | 10 | 03 |