Advertising and Promotions Management (9167.2)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | ||
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| Discipline Of Communication And Media | Level 2 - Undergraduate Intermediate Unit | Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) Band 5 2021 (Commenced Before 1 Jan 2021) |
Students are introduced to the principles and processes of communicating Above the Line (ATL) and Below the Line (BTL) with an emphasis on how organisations communicate with their various publics, including customers, shareholders, and employees as well as working with specialist communication suppliers.
Learning outcomes
On completion of this unit students will be able to:1. examine the concept of integrated marketing communications (IMC);
2. demonstrate how companies organise for advertising;
3. investigate the basic elements of the communication process and the role of communications in marketing;
4. assess the role objectives play in the integrated marketing communications planning process;
5. develop and present an integrated marketing communications program;
6. analyse the process of budgeting for an integrated marketing communications program;
7. assess the importance of monitoring, evaluating and controlling an integrated marketing communications program;
8. examine how advertising and promotions are regulated in Australia and critique the social and ethical implications of advertising and promotions in Australia.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
Prerequisites
9159 Marketing PrinciplesCorequisites
None.Incompatible units
NoneEquivalent units
NoneAssumed knowledge
NONE| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|
Required texts
Prescribed text - Belch, G, Belch, M, Kerr, G & Powell, I 2014, Advertising and promotion: An Integrated Marketing Communication Perspective 3rd edn, McGraw-Hill, Sydney, Australia
Quester, P, Pettigrew, S & Hawkins, D 2011, Consumer Behaviour; Implications for Marketing 6th edn, McGraw-Hill, Sydney, Australia
WARNING: Possession of photocopied texts is strictly prohibited. This is a direct breach of the Copyright Act (1968) and should not occur without express permission of the Copyright Owner. Holmesglen reserves the right to confiscate the material.
Other references
Arens, W & Schaefer, D 2007, Essentials of contemporary advertising, McGraw-Hill, New York.
Armstrong, G, Adam, S, Denize, S & Kotler, P K, 2012, Principles of Marketing, 5th edn, Pearson Australia, Australia, French's Forest NSW
Belch, G & Belch, M 2012, Advertising and promotion: an integrated marketing communications perspective, 7th edn, McGraw-Hill, New York
Elliot, G, Rundle-Thiele, S & Waller, D 2012, Marketing, 2nd edn, Wiley & Sons Australia, Queensland
Kotler, P, Brown, L, Burton, S, Deans, K & Armstrong, G 2010, Marketing, Pearson, Sydney.
O'Guinn, TC, Allen, CT & Semenik, RJ 2006, Advertising and integrated brand promotion management, 4th edn, Thomson South-Western, Mason, Ohio.
Reed, P 2010, Strategic Marketing: decision making and planning, 3rd edition, Cengage Learning, Melbourne
Wang, S, Holloway, BB, Beatty, SE, & Hill, WW 2007, ‘Adolescent influence in family purchase decisions: an update and cross-national extension', Journal of Business Research, vol. 60, no. 11, pp. 1117-24.
Wells, WD, Spence-Stone, R, Moriarty, S & Burnett, J 2007, Advertising: principles and practice, Pearson Education Australia, Frenchs Forest, NSW.
Academic journals, magazines and newspapers
AdNews (Australia)
Advances in Consumer Research
Advertising & Society Review
Advertising Age
Australasian Marketing Journal
B & T Weekly (Australia)
Business Review Weekly (Australia)
Harvard Business Review
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Brand Management
Journal of Consumer Behaviour
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Communications
Journal of Marketing Research
Journal of Product and Brand Management
Journal of Promotion Management
Marketing (Australia)
Professional Marketing (Australia)
Submission of assessment items
Special assessment requirements
The hurdle requirement within this unit is a compulsory aspect or component of the studies that must be complied with in order for you to be eligible to receive a pass grade. Hurdle requirements vary from course to course and are identified for the specific subject in the curriculum documentation. Hurdle requirements ensure that you are engaged with the full range of learning outcomes required for successful knowledge transfer during the course. The hurdle requirements for this subject of study are:
- Students must complete and submit all pieces of assessment.
- Students must achieve at least 50% in assessments 1 and 2
- Students may not proceed to assessment 2 unless they achieve a Pass grade or higher in assessment 1.
- Students must complete the required marketing report that was started in assessment 1.
- Students must achieve a minimum of 40% mark in the final examination
- and
- An overall ‘Pass' grade in the unit (=50%+)
Students who are unable to sit the review test due to medical or other special reasons, have produced the appropriate documentation (see 5b below), and have been approved by the unit convener, will be required to submit another piece of assessment. This assessment piece will cover the same learning outcomes as the test and will require a similar workload as the test.
Students who are unable to submit an assignment within a week of the due date, for similar reasons, will be required to submit another assignment on a topic to be selected by the unit convenor.
No assignments will be accepted for marking after the solution or marked assignments have been returned to the class.
Academic integrity
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Participation requirements
It is strongly recommended that students attend all lectures and tutorials wherever practical. The course has been designed to build student's understanding of basic concepts taught in earlier subjects and to extend that knowledge through a deeper awareness of the theory in the field of organisational change, and significantly, through practical exercises in the tutorials related to lecture content.
Required IT skills
Students will need to be able to operate basic functions within browser software (such as Firefox, Safari or Explorer) for example to download a file or operate a basic web form interface to communicate with others. Students will also be required to operate word processing software. Microsoft Word is the application provided for students on the Chadstone Campus.
Work placement, internships or practicums
Not applicable
