mkt1add advertising in the digital age

ADVERTISING IN THE DIGITAL AGE

MKT1ADD

2020

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-ordinatorDaniel Rayne

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 1 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsMKT3ADV

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Learning resources

Advertising and Promotion: An Integrated Marketing Communications Perspective

Resource TypeBook

Resource RequirementRecommended

AuthorBelch & Belch

Year2018

Edition/VolumeN/A

PublisherMcGraw Hill

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
DISCIPLINE KNOWLEDGE AND SKILLS
INQUIRY AND ANALYSIS - Creativity and Innovation
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Critically analyse various forms of promotion including their advantages and disadvantages
02. Appraise appropriate media for implementing an advertising campaign
03. Transfer knowledge of an advertising campaign in a professional manner
04. Interpret the creative issues that need to be considered in an advertising campaign

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Vietnam (Hanoi University), 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Albury-Wodonga, 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Bendigo, 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Mildura, 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Shepparton, 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Vietnam (Hanoi University), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 43
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Sydney, 2020, Study period 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3

Sydney, 2020, Study period 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 31 - 42
One 2.00 hours workshop per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*
1-hour multiple choice test (1000 word equivalent)N/AN/AN/ANo20SILO1, SILO2
One, group project (1000 words per student)N/AN/AN/ANo20SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)N/AN/AN/ANo50SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)N/AN/AN/ANo10SILO3