Enrolments for 2021 have closed.
Advertising and Promotion
Undergraduate | TAS-BMA349 | 2021
Course information for 2021 intake View information for 2024 course intake
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- No ATAR needed,
- No prior study
- Duration
- 14 weeks
HECS-HELP and FEE-HELP available
Advertising and Promotion
About this subject
Upon completion of this subject, the student should be able to:
- Demonstrate knowledge of the theories and concepts of marketing communications and their application to practice
- Use theory and independent research to analyse contemporary marketing communication issues
- Communicate knowledge of marketing communication theory and practice
- 1. Week 1
- 1.1) CHAPTER 1: Integrated marketing communications and brand equity enhancement
- 2. Week 2
- 2.1) CHAPTER 2: The communication process
- 3. Week 3
- 3.1) CHAPTER 3: Persuasion in marketing communications
- 4. Week 4
- 4.1) CHAPTER 4: Market segmentation and brand positioning
- 5. Week 5
- 5.1) CHAPTER 5: Establishing objectives and budgeting for IMC campaigns
- 6. Week 6
- 6.1) CHAPTER 6: Developing message strategies
- 7. Week 7
- 7.1) CHAPTER 7: Media planning and analysis
- 8. Week 8
- 8.1) CHAPTER 8: Broadcast media
- 9. Week 9
- 9.1) CHAPTER 9: Print and support media
- 10. Week 10
- 10.1) CHAPTER 10: Digital and social media marketing
- 11. Week 11
- 11.1) CHATPER 13: Marketing public relations and sponsorship marketing
- 12. Week 12
- 12.1) CHAPTER 11: Direct marketing and sales promotion
- 13. Week 13
- 13.1) No lecture
BMA349 Advertising and Promotion covers the general area of marketing communications. The subject focuses on the selection of appropriate marketing messages for an organisation to communicate. Fundamentally, this rests upon the management of key tools and media which can be used to deliver marketing messages in an effective and integrated way while achieving communications and higher-order objectives. During the course of this subject, you will focus upon a contemporary approach to marketing communications that considers how integration of messages may achieve maximum impact, primarily through the coordinated use of a range of marketing communication tools.
This approach to communications planning considers the strategic use of a range of traditional media, e.g., television, print and sales promotion, as well as digital and social media. The subject explores the nature of the various channels available to aid you in understanding selection of appropriate media options. These central topics are placed in the context of more general marketing communications issues faced by organisations of all sizes including the establishment of objectives, budgeting and organising for effective coordination and delivery of promotional messages. You will find that understanding the complexities and issues involved in advertising and promotion will be of value to you when making both marketing and general business decisions in the future.
- Campaign Report (50%)
- Campaign Analysis (20%)
- Campaign Pitch Presentation (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- 0.125 EFTSL
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