MKTG2238 Advertising and Promotion

6 points
(see Timetable)
Semester 2UWA (Perth)Face to face
Details for undergraduate courses
  • Level 2 option in the Marketing major sequence
  • The area of knowledge for this unit is Management and Commerce
  • Category B broadening unit for students
  • Level 2 elective
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.
Students are able to (1) demonstrate understanding of 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).
Indicative assessments in this unit are as follows: (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)
Ms Tina (Ting) Li
Unit rules
MKTG1203 Introduction to Marketing;
equivalent; for pre-2012 courses: none
Contact hours
lectures/tutorials/seminars/workshops: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • 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 via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.