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.
Introduction
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 |
| Coordinator | Dr Yolande Vandenberg (Launceston - Accelerated Study Period 2). |
| Teaching staff | |
| Level | Advanced |
| Available as student elective? | Yes |
| Breadth Unit? | No |
Availability
Note
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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.
Special approval is required for enrolment into TNE Program units.
TNE Program units special approval requirements.
* 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).
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.
Fees
Requisites
Prerequisites
BMA151 OR BMA251
Mutual Exclusions
You cannot enrol in this unit as well as the following:
BMA355, BMA249, BMA255
Teaching
| Teaching Pattern | 1 x 2 hour workshop, 1 x 1 hour tutorial per week. Please check the unit outline for details. |
|---|---|
| Assessment | Report (20%), Abstract (30%), Critique (50%). |
| Timetable | View the lecture timetable | View the full unit timetable |
Flexible Study Options
Textbooks
| Required | 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] |
|---|---|
| Recommended | 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:
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The University reserves the right to amend or remove courses and unit availabilities, as appropriate.