This unit has been discontinued.
It is recommended that students complete HEJ250/350 Public Relations before enrolling in this unit. Please refer to the program for further advice.
Introduction
This unit examines the storytelling tactics and strategies associated with the design and communication of brand narratives. The unit addresses the ways in which, in the changing media environment, brand narratives are now communicated via social networks and key 'influencers' as much as they are communicated via traditional methods and channels of storytelling. Case studies range from the study of personal brands through to the brands of organisations as diverse as corporations, sporting clubs, consumer brands, government agencies, and charities and not-for-profits. You will be equipped to undertake brand research and analysis incorporating key theoretical, ethical and regulatory concepts in contemporary brand narrative development. You will also produce materials central to the implementation of effective brand communications.
Summary 2020
| Unit name | Brand Communications |
|---|---|
| Unit code | HEJ347 |
| Credit points | 12.5 |
| Faculty/School | College of Arts, Law and Education School of Creative Arts and Media |
| Discipline | Media |
| Coordinator | Dr Donald Reid |
| Teaching staff | |
| Level | Advanced |
| Available as student elective? | Yes |
| Breadth Unit? | No |
Availability
Note
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
Special approval is required for enrolment into TNE Program units.
TNE Program units special approval requirements.
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
Fees
Requisites
Prerequisites
For Bachelor of Media and Bachelor of Media with Honours students: 4 HEJ level 100 units
For students outside the Bachelor of Media: 2 HEJ level 100 units
Mutual Exclusions
You cannot enrol in this unit as well as the following:
HEJ247 Brand Communications
Teaching
| Teaching Pattern | Five contact hours fortnightly |
|---|---|
| Assessment | Campaign Analysis – 1500 words (20%); Social Media Audit (30%); Brand Communications Strategy (50%) |
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required | Most JMC units have neither required nor recommended texts but if this unit does, information about these can be found at the CoOp Bookshop links below close to the start of semester. For the majority of units, a Reading List providing access to electronic readings is provided (if applicable) and this will be made available through MyLO and the Library at the beginning of semester. |
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The University reserves the right to amend or remove courses and unit availabilities, as appropriate.