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|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Ms Natalie De Vito|
|Available as an elective?||Yes|
|Delivered By||University of Tasmania and Third Party(ies): Universal College of Higher Education Hong Kong|
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|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 2||23/5/2022||15/6/2022||7/7/2022||21/8/2022|
* 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 (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Demonstrate knowledge of the theories and concepts of marketing communications and their application to practice.
- Use theory and independent research to analyse contemporary marketing communication issues.
- Communicate an understanding of marketing communication theory and practice.
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
PrerequisitesBMA151 or BMA251 or ZAA104 or ZAA134
You cannot enrol in this unit as well as the following:BMA335, BMA249, BMA255
|Assessment||Report (50%)|Presentation (30%)|Assignment (20%)|
|Timetable||View the lecture timetable | View the full unit timetable|
You will need the following text:
In addition, the following textbooks may be helpful for you, these are suggestions only and not required reading for this unit:
Belch, G.E. & Belch, M.A. 2015. Advertising and Promotion: An Integrated Marketing Communications Perspective (10th global edition), McGraw Hill, New York.
In addition to the texts recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived and from which you may reference for your assessments. In particular, you are encouraged to review regularly relevant articles that are published in the following journals:
Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website.
|Links||Booktopia textbook finder|
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