Principles of Marketing Communication (9496.2)

CLOSED FOR FUTURE ENROLMENT.

Availability

Unit Outlines

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• Semester 1, 2018, ON-CAMPUS, BRUCE (176500) - View
• Winter Term, 2017, ON-CAMPUS, BRUCE (164859) - View
• UC College Trimester 1, 2017, ON-CAMPUS, UCC-BRUCE (172530) - View
• Semester 1, 2017, ON-CAMPUS, BRUCE (165253) - View
• UC College Trimester 3, 2016, ON-CAMPUS, UCC-BRUCE (162460) - View
• Winter Term, 2016, ON-CAMPUS, BRUCE (162461) - View
• UC College Trimester 1, 2016, ON-CAMPUS, UCC-BRUCE (153298) - View
• Semester 1, 2016, ON-CAMPUS, BRUCE (154509) - View
• Winter Term, 2015, ON-CAMPUS, BRUCE (141042) - View
• UC College Trimester 1, 2015, ON-CAMPUS, UCC-BRUCE (142535) - View
• Semester 1, 2015, ON-CAMPUS, BRUCE (145694) - View

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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 successful 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 the advertising 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; and

6. Demonstrate basic proficiencies in written and oral communication skills.

Assessment Items

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 OR 9121 Principles of Marketing Communication.

Equivalent Units

8122 Introduction to Professional Communication AND 9121 Principles of Marketing Communication.