ADVERTISING IN THE DIGITAL AGE
MKT1ADX
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-ordinatorMalliga Marimuthu
Available to Study Abroad StudentsYes
Subject year levelYear Level 1 - UG
Exchange StudentsYes
Subject particulars
Subject rules
Prerequisites Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB
Co-requisitesN/A
Incompatible subjects MKT1ADD and MKT3ADV
Equivalent subjectsN/A
Special conditionsN/A
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Advertising in the Digital Age Learner Resource | Prescribed | Didasko Digital, 2019 | Didasko Group |
| Readings | Advertising and Promotion: An Integrated Marketing Approach | 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:
- Online forums, exercises and case studies
- 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:
- Online forums, exercises and case studies
- 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:
- Online forums, exercises and case studies
- 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:
- Online forums, exercises and case studies
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills (Creative Problem-solving)
Subject options
Select to view your study options…
Online (Didasko), 2020, Study Block 8, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
32
-
43
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 32 to week 43
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 12, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
50
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
in week 50
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 4, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
15
-
26
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 15 to week 26
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 5, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
19
-
30
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 19 to week 30
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 6, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
23
-
34
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 23 to week 34
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 10, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
41
-
52
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 41 to week 52
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 11, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
45
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
in week 45
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |
Online (Didasko), 2020, Study Block 1, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online Class
Week:
02
-
13
One 3.0 hours unscheduled online class per week
on any day including weekend
during the day
from week 02 to week 13
and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| 1-hour multiple choice test (1,000-words equivalent) | To be submitted via Turnitin in the LMS link provided | 20 | 01, 02 |
| One Group Project (1,000-words per student) | To be submitted via Turnitin in the LMS link provided | 20 | 02, 04 |
| One Group Presentation (5-minutes per student) (500 word equivalent) | 10 | 03 | |
| One take-home examination (2-hour, 2,000-word equivalent) | The exam will be made available for a period of 48 hours. | 50 | 01, 02, 04 |