Hobart, Launceston, Hong Kong Universal Ed
BMA349 Advertising and Promotion covers the general area of marketing communications. The unit 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 unit, 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 unit 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.
|Unit name||Advertising and Promotion|
|Faculty/School||College of Business & Economics
Tasmanian School of Business and Economics
|Available as student elective?||Yes|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
|Launceston||Accelerated Study Period 2||On-Campus||Off-Campus||International International||Domestic Domestic|
|Hong Kong Universal Ed||Semester 1||On-Campus||International|
- International students
- Domestic students
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
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|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 2||25/5/2020||12/6/2020||9/7/2020||22/8/2020|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2019.
- LO1: Demonstrate knowledge of the theories and concepts of marketing communications and their application to practice.
- LO2: Use theory and independent research to analyse contemporary marketing communication issues.
- LO3: Communicate an understanding of marketing communication theory and practice.
|Band||CSP Student Contribution||Full Fee Paying (domestic)||Field of Education|
|1||2020: $835.00||2020: $2,445.00||100799|
Fees for next year will be published in October. The fees above only apply for the year shown.
Please note: international students should refer to this page to get an indicative course cost.
BMA151 OR BMA251
You cannot enrol in this unit as well as the following:
BMA355, BMA249, BMA255
1 x 2 hour workshop, 1 x 1 hour tutorial per week. Please check the unit outline for details.
Report (20%), Abstract (30%), Critique (50%).
|Timetable||View the lecture timetable | View the full unit timetable|
Flexible Study Options
Chitty, W., Luck, E., Barker, N., Sassenberg, A., Shimp, T. & Andrews, J. 2018. Integrated Marketing Communications (5th Asia Pacific Edition). Cengage Learning, South Melbourne [ISBN 9780170386517]
In addition to the texts/software recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in:
Booktopia textbook links
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.