Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Digital has changed the nature of marketing communication as a discipline and the way we think, communicate and purchase as consumers. This unit is important as the digital environment permeates our decision making as advertising and marketing communication professionals. Hence, an understanding of the digital environment, an ability to navigate its platforms and measure its performance is a critical vocational skill.

Aims

The aim of this unit is to provide both a theoretical and applied understanding of digital. A strong theoretical framework will be driven by the latest academic research, appropriate consumer behaviour theory and a critique of industry practice and analytics. This will be applied to a client brief to develop a digital portfolio in your chosen vocational area.

Objectives

Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
This unit is designed primarily for you to explore the different vocational roles in advertising planning and strategy. Upon completion of the unit, you should be able to:

1. Apply research and interpretation skills in formulating consumer and brand insights.
2. Explain the concept, role and practice of advertising strategy and be confident in articulating a campaign strategy.
3. Apply advertising strategy to a role within an agency.
4. Develop a portfolio and be able to present this in a professional manner.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

This unit unfolds across three modules. In the first module, the digital environment is explored through the shift from the mass-communication, mass-media paradigm to the consumer-controlled push-pull model. The impact of this is examined from both the consumer perspective and the imperatives and functionality of the agency. In the second module, the key digital platforms are interrogated for their strengths and their value to the campaign strategy. And in the final module, important skills in digital planning and analytics are developed and applied in a digital portfolio.

Approaches to Teaching and Learning

This unit incorporates an experiential learning approach implemented through client-based projects and culminating in a digital portfolio. Important critical thinking and problem solving skills are nurtured on a weekly basis, through the critique of current industry practice in an online blog. Hence, the online environment is not only incorporated into content, but digital skills are required and demonstrated through the assessment regime.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

Informal: worked examples, such as verbal feedback in class, personal consultation

Formal: in writing, such as checklists (e.g. criteria sheets), written commentary

Direct: to individual students, either in written form or in consultation

Indirect: to the whole class

Assessment name: Project
Description: Students critique digital campaigns by comparing them with theory and industry practice to formulate a viewpoint in a blog.
Length/Duration: Approximately 3,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 4 and AOL goals: KS (1.1, 1.2), CTA (2.1), PC (3.1), SEU (5.1).
Weight: 60%
Internal or external: Internal
Group or individual: Individual
Due date: Weeks 6 and 10

Assessment name: Portfolio
Description: Students develop and apply a digital strategy to the area of advertising in which they are most interested. Includes research, consumer insight, digital strategy statement and analytics, plus portfolio pieces that address a creative, planning, management or media focus.
Length/Duration: Approximately 2,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 3, 4, 5 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1)
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Week 13

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

There is no required textbook for this unit. Readings will be recommended and/or supplied.

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 18-Dec-2012