Note: This is an archived Handbook entry from 2010.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2010:Semester 2, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: One 2-hour lecture and a 1-hour tutorial per week |
Total Time Commitment: Not available
|Prerequisites:||325-104 Principles of Marketing|
|Recommended Background Knowledge:||Please refer to Prerequisites and Corequisites.|
|Non Allowed Subjects:||Students may not gain credit for both 325-213 Advertising and Promotions and 325-341 Advertising and Promotions.|
|Core Participation Requirements:||
For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.
The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/
CoordinatorDr Danielle Chmielewski-Raimondo
Commerce Student Centre
Upper Ground Floor
111 Barry Street
The University of Melbourne
Tel: +61 3 8344 5317
Toll Free: 1800 666 300
Fax: +61 3 9347 3986
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
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:||You will be advised of prescribed texts by your lecturer.|
|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|
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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