MDIA 1019 - Image and Brand

North Terrace Campus - Semester 2 - 2020

Positioning a product, company, or person in relation to consumers, audiences, fans or employers is central to gaining attention and providing value, yet whether looking at this on an individual basis or engaging with the most powerful organisations in the world, effective communication is often hit and miss. There are myriad approaches to understanding the interaction between individuals, organisations, and groups to fit different situations and contexts. In Image and Brand, you will be introduced to key perspectives from audience research, identity theory, organisational communication, visual communications, and persona studies, applying these approaches to case studies from around the world. This course provides the theoretical framework and social and cultural context for students in the Visual Design, Social Media and Digital Promotion, and Photographic Imaging majors, as well as an introduction to influential ideas on identity and branding for students in other programs.

  • General Course Information
    Course Details
    Course Code MDIA 1019
    Course Image and Brand
    Coordinating Unit Media
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 contact hours per week
    Available for Study Abroad and Exchange Y
    Course Description Positioning a product, company, or person in relation to consumers, audiences, fans or employers is central to gaining attention and providing value, yet whether looking at this on an individual basis or engaging with the most powerful organisations in the world, effective communication is often hit and miss. There are myriad approaches to understanding the interaction between individuals, organisations, and groups to fit different situations and contexts. In Image and Brand, you will be introduced to key perspectives from audience research, identity theory, organisational communication, visual communications, and persona studies, applying these approaches to case studies from around the world. This course provides the theoretical framework and social and cultural context for students in the Visual Design, Social Media and Digital Promotion, and Photographic Imaging majors, as well as an introduction to influential ideas on identity and branding for students in other programs.
    Course Staff

    Course Coordinator: Dr Kim Barbour

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course students will be able to:
    1.Apply communications theory to practice
    2.Demonstrate understanding of key communications-focused theoretical perspectives
    3.Utilise appropriate communication strategies
    4.Work in teams to produce effective outcomes
    5.Distinguish between intended and actual outcomes
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    1, 2, 5
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    3, 4, 5
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    3, 4
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    1
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    4
  • Learning Resources
    Required Resources
    All readings and other learning resources will be made available via MyUni
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary
    Week Lecture topic
    1 Introduction to Image and Brand
    2 Theoretical perspectives 1
    3 Theoretical perspectives 2
    4 Audience research in practice
    5 Organisational communication
    6 Visual communication
    7 Persona studies
    8 Applying theoretical perspectives to case studies
    9 Global contexts
    10 The influence of identity and branding
    11 Individual and organisational perspectives
    12 Course summary and conclusion
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    ASSESSMENT TASK TASK TYPE WEIGHTING COURSE LEARNING OUTCOME(S)
    Quizzes Formative and summative 20% 2, 5
    Group presentation Formative and Summative 30% 1, 2, 3, 4
    Case study report Formative and Summative 40% 1, 2, 3, 5
    Active participation Summative 10% 1, 2
    Assessment Detail
    Assessment Description % weighting
    Quizzes  3 x online short-answer/multiple choice quiz 20%
    Group presentation 10-minute group presentation on nominated topic 30%
    Case study report 2000-word case study report 40%
    Active participation Student engagement in class activities 10%
    Submission

    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

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