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Hobart, Launceston, Hong Kong Universal Ed

This unit is being phased out and may not be offered next year, please consider your study plan accordingly. You will be able to enrol in the unit where there is an availability noted below.



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.

Summary 2020

Unit name Advertising and Promotion
Unit code BMA349
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Louise Grimmer

Dr Yolande Vandenberg (Launceston - Accelerated Study Period 2).

Teaching staff

Level Advanced
Available as student elective? Yes
Breadth Unit? No



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About Census Dates

Learning Outcomes

  • 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.




BMA151 OR BMA251

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA355, BMA249, BMA255


Teaching Pattern

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%).

TimetableView 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:

  • Australasian Marketing Journal
  • European Journal of Marketing
  • Journal of Advertising
  • Journal of Brand Management
  • Journal of Consumer Behaviour
  • Journal of Marketing
  • The Journal of Product and Brand Management
  • The Australian B &T Weekly (incorporating Australian Professional Marketing)
  • Business Review Weekly
  • Australian Financial Review
  • The Wall Street Journal
  • Business Week

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.