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Principles of Marketing Communication (9121.2)

Level: Level 1 - Undergraduate Introductory Unit
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




    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





    Assumed Knowledge


    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

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