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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorSimon Pervan

Available to Study Abroad StudentsYes

Subject year levelYear Level 1 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjects MKT3ADV

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsTBAPrescribedTBATBA

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)

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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 enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

WorkShop Week: 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 elementComments% 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