Advertising and Promotions

Subject 325-341 (2009)

Note: This is an archived Handbook entry from 2009. Search for this in the current handbook

Credit Points: 12.50
Level: 3 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2009:

Semester 1, - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable


Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One 2-hour lectures and a 1-hour tutorial per week
Total Time Commitment: Not available
Prerequisites: 325-104 Principles of Marketing
Corequisites:

Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

Coordinator

Dr Danielle Chmielewski-Raimondo
Subject Overview:

This subject focuses on the development, management and control of the organisation's marketing communications. Topics include advertising, sales promotion, public relations and other elements of the communications mix; the importance of integrating promotional efforts with other marketing mix decisions; the marketing manager's role in planning, implementing and evaluating marketing communications; operational and creative elements involved in developing promotional efforts; the strategies used to communicate with customers and their underlying principles; understanding alternative persuasion techniques and potential problems with their adoption; and the proper selection, interpretation and use of alternative measures of promotional effectiveness
Objectives:

On successful completion of this subject, students should be able to: 1) Describe and analyse the basic theories and models within integrated marketing communications; 2) Analyse and critically evaluate integrated marketing communications campaigns and explain why some campaigns are more effective than others; and 3) Apply major theories and models to marketing communications problems discussed in tutorials and within students’ assignments

Assessment: A 2-hour examination (50%), group and individual assignment(s) totalling not more than 4000 words (40%) and tutorial tasks (10%).
Prescribed Texts: None
Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

High level of development: oral communication; written communication; team work; application of theory to practice; interpretation and analysis. Moderate level of development: collaborative learning; critical thinking; receptiveness to alternative ideas. Some level of development: problem solving; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources
Notes: Students may not gain credit for both 325-213 Advertising and Promotions and 325-341 Advertising and Promotions.

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