ADVERTISING IN THE DIGITAL AGE
MKT1ADX
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: Malliga Marimuthu
Available to Study Abroad Students: No
Subject year level: Year Level 1 - UG
Exchange Students: No
Subject particulars
Subject rules
Prerequisites: Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB
Co-requisites: N/A
Incompatible subjects: MKT1ADD & 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:
- Online classes and learning activities
- Related graduate capabilities and elements:
- Literacies and Communication Skills(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 integrated marketing communications campaign.
- Activities:
- Online classes, and campaign group assignment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Speaking)
- 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. Present an integrated marketing communications campaign in a professional manner.
- Activities:
- Online Presentation of campaign
- Related graduate capabilities and elements:
- Literacies and Communication Skills(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. Explain the creative issues that need to be considered in an advertising campaign.
- Activities:
- Online classes, 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)
05. Develop an annual advertising campaign.
- Activities:
- Online classes, and sales promotion campaign group assignment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(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)
Online (Didasko), 2019, Study Block 8, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 32 - 43
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 32 to week 43 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 12, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 49
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 49 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 3, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 10 - 21
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 10 to week 21 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 4, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 14 - 25
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 14 to week 25 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 5, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 19 - 30
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 19 to week 30 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 9, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 36 - 47
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 36 to week 47 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |
Online (Didasko), 2019, Study Block 11, Online
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Malliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 45
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 45 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (500-word equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02, 04, 05 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 03, 04, 05 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04, 05 |