MKTG2238 Advertising and Promotion

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Semester 2UWA (Perth)Face to face
Summer teaching periodUWA (Perth)Face to face
Details for undergraduate courses
  • Level 2 option in the Marketing major sequence
  • Category B broadening unit for students
  • Level 2 elective
Content
This unit provides students with the necessary knowledge and skills to develop appropriate advertising and promotion strategies consistent with strategic marketing principles. The role of marketing communications in both business-to-consumer and business-to-business settings is emphasised. The concept of integrated marketing communication (IMC) is discussed as well as the individual marketing communication mix elements. The impact of IMC on consumer decision making is also discussed.
Outcomes
Students are able to (1) understand the key principles of integrated marketing communication and the strategic advantages and disadvantages of marketing communication mix elements; (2) evaluate the effectiveness of different components of integrated marketing communications (IMC) based on market situations; (3) design appropriate strategies or solutions for commercial and non-commercial brands; and (4) demonstrate the ability to produce written communication related to IMC or its component(s).
Assessment
Typically this unit is assessed in the following ways: (1) participation; (2) examination; and (3) group project. Further information is available in the unit outline.

Supplementary assessment is not available in this unit except in the case of a bachelor's pass degree student who has obtained a mark of 45 to 49 overall and is currently enrolled in this unit, and it is the only remaining unit that the student must pass in order to complete their course.
Unit Coordinator(s)
Associate Professor Fang Liu
Unit rules
Prerequisites:
MKTG1203 Introduction to Marketing;
or
equivalent; for pre-2012 courses: none
Contact hours
lectures/tutorials/seminars/workshops: up to 3 hours per week
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  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available at the University Co-operative Bookshop (from early January) and appropriate administrative offices for students to consult. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.