Transnational Advertising (7839.6)

Please note these are the 2017 details for this unit
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Transnational Advertising
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
Discipline Of Communication And Media Level 3 - Undergraduate Advanced Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit will discuss the issues associated with global campaigns and their effects on communication and creative appeals. It will consider research, segmentation methods, management and organisational structure of operations, and strategic applications in creating global campaigns. A key element which will also be examined is the influence of culture on the consumer in terms of motivations, values and consumption of product and media.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Demonstrate knowledge of the approaches, problems and decision making of global advertising campaigns;

2. Apply the methods used in carrying out transnational advertising and reasons for the adaptation and modification to the creative message; and
3. Identify issues related to brands crossing borders; apply centralisation/decentralisation and standardised/localised methods and analyse how they affect the development and implementation of global strategies.


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

8122 Introduction to Professional Communication OR 9496 Principles of Marketing.

Incompatible units

None

Equivalent units

None

Assumed knowledge

None
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Required Text:

De Mooij, M. (2014) Global Marketing and Advertising, 4th edition Sage Publications: London

Advertising – Marketing Communication Industry Association websites:

  1. Australian Association of National Advertisers (AANA) http://www.aana.com.au/  
  2. The Communications Council (formerly AFA) http://www.afa.org.au/  
  3. Media Federation of Australia http://mediafederation.org.au/  
  4. International Advertising Association (IAA) http://www.iaaglobal.org/   
  5. American Advertising Federation (AAF) http://www.aaf.org/  
  6. American Academy of Advertising (AAA) http://www.aaasite.org/  
  7. American Association of Advertising Agencies (4As) ¿http://www2.aaaa.org/Portal/Pages/default.aspx    
  8. Association of National Advertisers (ANA) http://www.ana.net/  
  9. Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/   
  10. Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/  
  11. World Federation of Advertisers (WFA) http://www.wfanet.org/  

Periodicals

  1. Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejourn 
  2. Admap - UC Library Individual Holdings, or go to WARC.com at ¿http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1   
  3. AdWeek www.adweek.com  
  4. BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journ  
  5. Campaign Brief - UC Library Individual Holdings ¿
  6. Campaign (London) UC Library Individual Holdings, or via ¿http://www.canberra.edu.au/library/research-gateway/e-journals   
  7. Harvard Business Review – UC Library via ¿http://www.canberra.edu.au/library/researchgateway/e-journals  
  8. The Journal of Marketing - UC Library via ¿http://www.canberra.edu.au/library/researchgateway/e-journals 
  9. The Journal of Advertising - UC Library via ¿http://www.canberra.edu.au/library/researchgateway/e-journals  
  10. The Journal of Advertising Research - UC Library via ¿http://www.canberra.edu.au/library/research-gateway/e-journals  

Participation requirements

None

Required IT skills

Competency in PC based MS operating systems: PowerPoint, Word and Moodle 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 attendance at 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