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.

School: La Trobe Business School (Pre 2022)

Credit points: 15

Subject Co-ordinator: Daniel Rayne

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 1 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: MKT3ADV

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

Advertising and Promotion: An Integrated Marketing Communications Perspective

Resource Type: Book

Resource Requirement: Recommended

Author: Belch & Belch

Year: 2018

Edition/Volume: N/A

Publisher: McGraw Hill

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/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

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Albury-Wodonga, 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Bendigo, 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Mildura, 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Shepparton, 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Sydney, 2020, Study period 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3

Sydney, 2020, Study period 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Daniel 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 element	Comments	Category	Contribution	Hurdle	%	ILO*
1-hour multiple choice test (1000 word equivalent)	N/A	N/A	N/A	No	20	SILO1, SILO2
One, group project (1000 words per student)	N/A	N/A	N/A	No	20	SILO2, SILO4
One, 2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4
One, group presentation (5 min per student) (500 word equivalent)	N/A	N/A	N/A	No	10	SILO3