Global Brand Communication (11102.1)

Please note these are the 2026 details for this unit
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Global Brand Communication
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Level 3 - Undergraduate Advanced Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
In this unit you will analyse contemporary issues and their potential impact on international marketing communication in the context of the economic, political, social, technological, and cultural arena. This will involve crossing borders, reviewing methodologies, research, case studies and creative appeals, all within international legislative and regulatory protocols. A key goal is to broaden your knowledge of the global marketing communication while exposing you to the insights and strategies which include diversity and various communication approaches and styles.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Apply communication knowledge and practices in response to global brand communication problems;
2. Analyse the volatile and changeable nature of global communication strategies and their relative value in different markets; and
3. Evaluate the issues facing the global marketplace and their influence on the marketing communication decision-making processes.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

7839 Transnational Advertising and 6380 International Marketing.

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 2 28 July 2025 On-campus Mr Shaun Cheah
2026 Bruce, Canberra Semester 2 10 August 2026 On-campus Mr Shaun Cheah
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Periodicals
1.  Marketing Magazine Asia https://marketingmagazine.com.my/ 
2.  Campaign Asia https://www.campaignasia.com/ 
3.  AdWeek  www.adweek.com 
4.  Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals 
5.  WARC  http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1 
6.  BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals 
7.  Campaign (London) UC Library Individual Holdings, or via  http://www.canberra.edu.au/library/research-gateway/e-journals 
8.  Harvard Business Review – UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals 
9.  The Journal of Marketing - UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals 
10. The Journal of Advertising - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals 
11. The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals 

Advertising – Marketing Communication Industry Association websites:
1.  Australian Association of National Advertisers (AANA) http://www.aana.com.au/ 
2.  Media Federation of Australia http://mediafederation.org.au/ 
3.  International Advertising Association (IAA) http://www.iaaglobal.org/ 
4.  American Advertising Federation (AAF) http://www.aaf.org/ 
5.  American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
6.  World Federation of Advertisers (WFA) http://www.wfanet.org/ 

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

None

Required IT skills

Competency in PC based MS operating systems: PowerPoint, Word and Canvas will be assumed for this Unit.

Work placement, internships or practicums

This unit requires strict adherence to professional practice principles and ethics. The professional nature of this unit also recommends participation in all learning activities.

Additional information

Enrolment
It is the student's responsibility to ensure that they are correctly enrolled in each subject and that the subjects are correct for their course of study. Students should confirm their subject enrolment details via MyUC before the end of Week 2.

Moderation:
Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.

Schedule:
The Unit Convenor reserves the right to vary the tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made in the preceding week's Canvas announcement.

Referencing requirements:
The standard practice of using an author-date system like Harvard or APA is preferred.

Student responsibility
If there is any doubt with regard to the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the lecturer about the matter. Students have a responsibility to: read, understand and respect the rules concerning plagiarism; familiarise themselves with the conventions of referencing in their discipline; and avoid all acts, which could be considered plagiarism. Refer to the student integrity policy for in this link https://guard.canberra.edu.au/policy/policy.php?pol_id=3175

Provision of information
Announcements made at classes or on Canvas are deemed to be made to the whole group

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