Courses & Units

Advertising and Promotion BMA349


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
Unit code BMA349
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
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
Level Advanced


This unit is currently unavailable.


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Key Dates

Study Period Start date Census date WW date End date
Semester 1 21/2/2022 22/3/2022 11/4/2022 29/5/2022
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).

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Learning Outcomes

  • 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.

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
100799 $1,828.00 $858.00 not applicable $2,445.00

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.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.



BMA151 or BMA251 or ZAA104 or ZAA134

Mutual Exclusions

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

BMA335, BMA249, BMA255


AssessmentReport (50%)|Presentation (30%)|Assignment (20%)
TimetableView the lecture timetable | View the full unit timetable



You will need the following text:

Luck, E., Barker, N., Sassenberg, A-M., Chitty, B., Andrews, J.C. & Shimp, T.A. 2021. Integrated Marketing Communications (6th Edition). Cengage Learning Australia, South Melbourne [ISBN 9780170443005].


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.
Belch, G.E, Belch, M.A, Kerr, G., Powell, I. & Waller, D. 2020. Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, Australia.
Brown, S. 2016. Brands and Branding, Sage Publications, London.
Fill, C. & Turnbull, S. 2016. Marketing Communications: Discovery, Creation & Conversation (7th Edition), Pearson, Harlow, UK.
Moriarty, S., Mitchell, N., Wells, W., Crawford, R., Brennan, L. & Spence-Stone, R. 2015. Advertising: Principles and Practice, Pearson, Melbourne.
O’Guinn, T.C., Allen, C.T. & Semenik, R.J. 2011. Advertising and Integrated Brand Promotion (6th Edition), Cengage, Mason, OH.


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:
Asia Pacific Journal of Marketing and Logistics
Australasian Marketing Journal
Business Horizons
European Journal of Marketing
Industrial Marketing Management
International Marketing Review
International Journal of Advertising
International Journal of Research in Marketing
International Journal of Retail and Distribution Management
Journal of Advertising
Journal of Advertising Research
Journal of Brand Management
Journal of Business Research
Journal of Consumer Behaviour
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Consumer Psychology
Journal of Current Issues and Research in Advertising
Journal of Interactive Advertising
Journal of International Marketing
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Product and Brand Management
Journal of Retailing
Journal of Retailing and Consumer Services
Journal of the Academy of Marketing Science
Marketing Science
Marketing Theory

You should also review the following websites for up to date information, reporting and opinions on advertising:

American Marketing Association:
Australian Bureau of Statistics:
Australian Financial Review:
Australian Marketing Institute:
B&T Weekly:
Campaign Edge:
Inside FMCG:
Inside Retail:
Smart Company:
The Conversation:
The New Daily:

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.


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