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 TypeTitleResource RequirementAuthor and YearPublisher
ReadingsAdvertising and Promotion: An Integrated Marketing Communications PerspectiveRecommendedBelch & 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…

Start date between: and    Key dates

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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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 elementComments% 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