ADVERTISING IN THE DIGITAL AGE

MKT1ADD

2021

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 across traditional and digital channels. 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 across both traditional and digital mediums.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorDaniel Rayne

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 1 - UG

Available as ElectiveYes

Learning ActivitiesSeminars, in class test, final examination, case studies, campaign group assignment, presentation of campaign.

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

Readings

Advertising and Promotion: An Integrated Marketing Communications Perspective

Resource TypeRecommended

Resource RequirementN/A

AuthorBelch & Belch

Year2018

Edition/Volume11th

PublisherMcGraw Hill

ISBN9781259548147

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

Intended Learning Outcomes

01. Demonstrate an understanding of the various forms of traditional and digital promotion and their advantages and disadvantages
02. Select appropriate traditional and digital media for implementing an advertising campaign
03. Develop and present an advertising campaign in a professional manner, considering both traditional and digital channels
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), 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 h 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/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Sydney, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 h 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/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Vietnam (Hanoi University), 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 10 - 22
One 2.00 h 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/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Albury-Wodonga, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Bendigo, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Melbourne (Bundoora), 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Mildura, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Shepparton, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Sydney, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3

Vietnam (Hanoi University), 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDaniel Rayne

Class requirements

WorkShopWeek: 30 - 42
One 2.00 h workshop per week on weekdays during the day from week 30 to week 42 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

1-hour multiple choice test (1000 word equivalent)

N/AOther written examIndividualNo20 SILO1, SILO2

One, group project (1000 words per student)

N/AAssignmentGroupNo20 SILO2, SILO4

One, 2-hour final examination (2000 word equivalent)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4

One, group presentation (5 min per student) (500 word equivalent)

N/AOral presentationGroupNo10 SILO3