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 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 Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Advertising and Promotion: An Integrated Marketing Communications Perspective | Recommended | Belch & Belch 2018 (11th Edition) | McGraw Hill |
Graduate capabilities & intended learning outcomes
01. Critically analyse various forms of promotion including their advantages and disadvantages
- Activities:
- Introductory topics on IMC in seminars, in class test and final examination
- Related graduate capabilities and elements:
- Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)
02. Appraise appropriate media for implementing an advertising campaign
- Activities:
- Seminars on choice of media including case studies, in class test, final exam and campaign group assignment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills (Creative Problem-solving)
- Personal and Professional Skills (Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)
03. Transfer knowledge of an advertising campaign in a professional manner
- Activities:
- Presentation of campaign to class
- Related graduate capabilities and elements:
- Literacies and Communication Skills (Speaking)
- Inquiry and Analytical Skills (Creative Problem-solving)
- Personal and Professional Skills (Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)
04. Interpret the creative issues that need to be considered in an advertising campaign
- Activities:
- Seminars, case studies and campaign group assignment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills (Creative Problem-solving)
Subject options
Select to view your study options…
Albury-Wodonga, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Study Period 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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, 2020, Study Period 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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), 2020, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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), 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorDaniel Rayne
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 element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1000 word equivalent) | 20 | 01, 02 | |
| One, group project (1000 words per student) | 20 | 02, 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 |