Enrolments for 2022 have closed.
Advertising and Promotion
Undergraduate | TAS-BMA349 | 2022
Course information for 2022 intake View information for 2024 course intake
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- 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: Persuasive communication and consumer attitudes
- 3. Week 3
- 3.1) CHAPTER 3: Market segmentation and brand positioning
- 4. Week 4
- 4.1) CHAPTER 4: Establishing objectives and budgeting for IMC campaigns
- 4.2) CHAPTER 14: Evaluating integrated marketing communications effectiveness
- 5. Week 5
- 5.1) CHAPTER 5: Managing message creation and strategies
- 6. Week 6
- 6.1) CHAPTER 6: Media planning and analysis
- 7. Week 7
- 7.1) CHAPTER 7: Broadcast media
- 8. Week 8
- 8.1) CHAPTER 8: Print and support media
- 9. Week 9
- 9.1) CHAPTER 9: Digital marketing, behavioural targeting and search
- 10. Week 10
- 10.1) CHAPTER 10: Social media marketing
- 11. Week 11
- 11.1) CHAPTER 11: Direct marketing and sales promotion
- 12. Week 12
- 12.1) CHAPTER 13: Marketing public relations and sponsorship marketing
- 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 Pitch Presentation (30%)
- Campaign Analysis (20%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Core
- TAS-BMK-DEG-2022 - Bachelor of Business (Marketing)
Elective
- TAS-BEC-DEG-2022 - Bachelor of Business and Bachelor of Economics
- TAS-BJS-DEG-2022 - Bachelor of Business and Bachelor of Justice Studies
- TAS-BPS-DEG-2022 - Bachelor of Business and Bachelor of Psychological Science
- TAS-BBS-DEG-2022 - Bachelor of Business and Bachelor of Science
- TAS-BTM-DEG-2022 - Bachelor of Business (Tourism Management)
- TAS-BHM-DEG-2022 - Bachelor of Business (Hospitality Management)
Prior study
You must either have successfully completed the following subject(s) before starting this subject, or currently be enrolled in the following subject(s) in a prior study period; or enrol in the following subject(s) to study prior to this subject:
one of
Please note that your enrolment in this subject is conditional on successful completion of these prerequisite subject(s). If you study the prerequisite subject(s) in the study period immediately prior to studying this subject, your result for the prerequisite subject(s) will not be finalised prior to the close of enrolment. In this situation, should you not complete your prerequisite subject(s) successfully you should not continue with your enrolment in this subject. If you are currently enrolled in the prerequisite subject(s) and believe you may not complete these all successfully, it is your responsibility to reschedule your study of this subject to give you time to re-attempt the prerequisite subject(s).
Equivalent subjects
You won't be able to enrol into this subject if you've already successfully completed or currently enrolled in the following subject(s) as they are considered anti-requisites due to the similarity of the content.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
UndergraduateTAS-BMK-DEG
UndergraduateTAS-BEC-DEG
UndergraduateTAS-BJS-DEG
UndergraduateTAS-BPS-DEG
UndergraduateTAS-BBS-DEG
UndergraduateTAS-BTM-DEG
UndergraduateTAS-BHM-DEG