MDIA 1019 - Image and Brand
North Terrace Campus - Semester 2 - 2022
General Course Information
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 Coordinator: Dr Kim Barbour
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn 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)
Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
1, 2, 5
Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
3, 4, 5
Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
Required ResourcesAll readings and other learning resources will be made available via MyUni
Online LearningStudent can take this course in either on-campus mode (with in-person workshops) or in online mode.
Each week, all students should engage with online mini-lecture recordings (combined 1hr run time), and complete their online readings.
For students enrolled on-campus, you should attend your weekly tutorial having completed watching the online lectures and having done the readings and reading questions.
For student enrolled in the online/remote workshop group, learning is built into a 2 hour timetabled period each week, with the first hour run via video confernce (using Zoom) and the second hour run via online discussion board where students complete and discuss a relevant research task.
Learning & Teaching Activities
Learning & Teaching ModesMini-lecture videos: Listed as 'To Watch' in MyUni. Weekly content lectures (usually 2-3 videos per week, totalling 1 hour watch time) exploring the necessary theory and concepts for the course, delivered by the course coordinator.
Readings: Listed as 'To Read' in MyUni. Weekly readings with guided reading questions provide deep disciplinary knowledge and context for the course.
Workshops: Listed as 'To Do' in MyUni. Taught either on-campus or online depending on your enrolment, these weekly classes provide opportunities for small group discussion and engagement with the course material, guided by your tutor. Workshop participation is assessed on a weekly basis and contributes to your course grade. Non-participation can result in you being ineligible to pass the course.
No information currently available.
Learning Activities Summary
Week Lecture topic 1 Introduction to Image and Brand 2 Theorising and analysing the image 3 Identity and self-image 4 Self-branding | Branding 5 Audience | Customer 6 Design personas and segmentation 7 Identities that challenge and resist 8 Brands and politics 9 Sports and e-sports 10 Popstars 11 Politicians and public intellectuals 12 The influence(r)s of images and brands
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
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 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%
SubmissionAll assignment work is completed and submitted online. Group presentations for students enrolled online are pre-recorded and shared during scheduled workshop times.
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.
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.
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