Principles of Marketing Communication (9121.2)
Level: | Level 1 - Undergraduate Introductory Unit |
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Credit Points: | 3 |
HECS Bands: | Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021) |
Faculty: | Faculty of Arts and Design |
Discipline: | Discipline of Communication |
CLOSED FOR FUTURE ENROLMENT.
Availability
Syllabus
Advertising in the 21st century is both a dynamic profession and a key tool in the broader practice of marketing communication. In order to understand the role and purpose of advertising, students are introduced to the multidisciplinary study of marketing communication.
The basic principles of advertising are outlined and then placed within the context of the other marketing communication tools - public relations, sponsorship, personal selling, sales promotions, and interactive and internet marketing communication.
This focus is considered within the broader context of markets, audiences, publics, and cultures, as well as theories of communication and persuasion. To facilitate learning, discussion of theory is fully supported by marketing communication examples.
Learning Outcomes
On completion of this unit, students will be able to:
1. define advertising and outline its basic principles;
2. describe the key principles underpinning marketing communication;
3. explain advertising's role within the broader context of marketing communication;
4. identify the key marketing communication tools and their relationship to advertising;
5. articulate the basic context within which marketing communication is located, including markets, audiences, publics, and cultures; industry sectors; as well as theories of communication and persuasion;
6. demonstrate basic proficiencies in written and oral communication skills.
Contact Hours
3 hours per week
Prerequisites
None.
Corequisites
None.
Assumed Knowledge
NONE
Incompatible Units
Restrictions: This unit is not open to students who have passed 8122 Introduction to Professional Communication
Equivalent Units
8122 Introduction to Professional Communication
Referenced Courses
- 981AA Bachelor of Advertising and Marketing Communication
- 995AA Bachelor of Advertising and Marketing Communication / Bachelor of Laws
- 999AA Bachelor of Applied Economics / Bachelor of Advertising and Marketing Communication
- 986AA Bachelor of Arts / Bachelor of Advertising and Marketing Communication
- 987AA Bachelor of Arts / Bachelor of Journalism
- 988AA Bachelor of Arts / Bachelor of Media Arts and Production
- 989AA Bachelor of Arts / Bachelor of Public Relations
- 990AA Bachelor of Arts in International Studies / Bachelor of Advertising and Marketing Communication
- 221JA Bachelor of Arts in International Studies/Bachelor of Communication in Advertising
- 798AA Bachelor of Arts/Bachelor of Commerce
- 125JA Bachelor of Arts/Bachelor of Communication and Media Studies
- 216JA Bachelor of Arts/Bachelor of Communication in Advertising
- 217JA Bachelor of Arts/Bachelor of Communication in Journalism
- 218JA Bachelor of Arts/Bachelor of Communication in Media and Public Affairs
- 219JA Bachelor of Arts/Bachelor of Communication in Public Relations
- 799AA Bachelor of Arts/Bachelor of Information Technology
- 801AA Bachelor of Arts/Bachelor of Laws
- 802AA Bachelor of Arts/Bachelor of Management
- 804AA Bachelor of Arts/Bachelor of Science in Psychology
- 762HG Bachelor of Commerce
- 100JA Bachelor of Commerce / Bachelor of Advertising and Marketing Communication
- 231JA Bachelor of Commerce/Bachelor of Communication in Advertising
- 211JA Bachelor of Communication in Advertising
- 225JA Bachelor of Communication in Advertising/Bachelor of Laws
- 164HG Bachelor of Graphic Design
- 181JA Bachelor of Graphic Design/Bachelor of Advertising and Marketing Communication
- 220JA Bachelor of Graphic Design/Bachelor of Communication in Advertising
- 248HG Bachelor of Justice Studies
- 235JA Bachelor of Marketing Management/Bachelor of Communication in Advertising