Advertising and Promotions

Subject MKTG30010 (2011)

Note: This is an archived Handbook entry from 2011.

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

This subject has the following teaching availabilities in 2011:

Semester 2, Parkville - 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 lecture and a 1-hour tutorial per week
Total Time Commitment: 3 hours per week plus a minimum of 6 hours per week in self directed study
Prerequisites: MKTG10001 Principles of Marketing
Corequisites:

MKTG10001 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 MKTG30010 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/

Coordinator

Dr Danielle Chmielewski-Raimondo

Contact

Commerce Student Centre
Upper Ground Floor
ICT Building
111 Barry Street
The University of Melbourne

Tel: +61 3 8344 5317
Toll Free: 1800 666 300
Fax: +61 3 9347 3986
Email: commerce-courseadvice@unimelb.edu.au

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 with internet and interactive media advertising also covered; 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 and understanding alternative persuasion techniques and potential problems with their adoption.
Objectives:

On successful completion of this subject, students should be able to:
• Describe and analyse the basic theories and models within integrated marketing communications;
• Explain the advantages and disadvantages of different advertising and promotional techniques;
• Analyse and critically evaluate integrated marketing communications campaigns and explain why some campaigns are more effective than others; and
• 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
Generic Skills:

• High level of development: oral communication; written communication; team work through group work conducted in tutorials as well as through assignments; 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 MKTG30010 Advertising and Promotions.
Related Breadth Track(s): Marketing Communications and Branding

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