General Information
This is an in-depth examination of the various promotional tools used in marketing. Topics include advertising, personal selling, sales promotion, direct marketing and public relations/image marketing. Emphasis is on both micro (ie. detail of developing promotional efforts) and macro (ie. strategic) issues associated with promotional design and planning.
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Details
Academic unit: Bond Business School Subject code: MKTG13-302 Subject title: Promotional Design and Planning Subject level: Undergraduate Semester/Year: May 2017 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 24) - Seminar 1
- Seminar: x12 (Total hours: 24) - Seminar 2
Attendance and learning activities: This subject meets twice a week for two hours per seminar for 12 weeks. -
Resources
Prescribed resources: Books
- Michael Belch,George Belch (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. 10th, McGraw-Hill Education 880
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Class recordings: The primary workload items for this subject will be recorded for the purpose of revision.
These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision.
See the Recording policy for further details.
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | MKTG13-302 |
| Subject title: | Promotional Design and Planning |
| Subject level: | Undergraduate |
| Semester/Year: | May 2017 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | This subject meets twice a week for two hours per seminar for 12 weeks. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
| Class recordings: | The primary workload items for this subject will be recorded for the purpose of revision. These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision. See the Recording policy for further details. |
Enrolment requirements
| Requisites: |
Pre-requisites:Co-requisites:There are no co-requisites |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. MKTG11-100 - Marketing OR approved Study Abroad OR Exchange Student |
| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
- Students will work in a team to identify, analyse and report issues in the market place which influence the success of an Integrated Marketing Communications campaign.
- Students will work in a team to develop an Integrated Marketing Communications campaign strategy appropriate for the external marketing environment.
- Students will provide strategically based recommendations for the creative process required for a successful Integrated Marketing Communications campaign.
- Students will develop a media strategy taking into consideration the communication channels available and their respective impact on the target audience.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Paper-based Examination (Closed) Final Examination: The final exam will include topics and material covered across the whole semester. 35.00% Final Examination Period 1,2 Paper-based Examination (Closed) Mid-semester Examination: The mid-semester exam will include all material covered in class up to and including Week 5. The mid semester exam will be held in class on the second class of Week 6. 25.00% Mid-Semester Examination Period 1,2 Written Report§ Channel Critique - Group: See iLearn for the details of the Channel Critique assignment. Due dates: Broadcast Media Week 8, Print Media Week 9, Social Media/Internet Week 10. 10.00% Week 8 1,2,3 Project§ IMC Pitch Document. See iLearn for the details of the IMC Pitch Project. 20.00% Week 12 2,3,4,5,6 Oral Pitch§ IMC Pitch. See iLearn for details of the presentation. 10.00% Week 12 2,3,4,5,6 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Paper-based Examination (Closed) | Final Examination: The final exam will include topics and material covered across the whole semester. | 35.00% | Final Examination Period | 1,2 |
| Paper-based Examination (Closed) | Mid-semester Examination: The mid-semester exam will include all material covered in class up to and including Week 5. The mid semester exam will be held in class on the second class of Week 6. | 25.00% | Mid-Semester Examination Period | 1,2 |
| Written Report§ | Channel Critique - Group: See iLearn for the details of the Channel Critique assignment. Due dates: Broadcast Media Week 8, Print Media Week 9, Social Media/Internet Week 10. | 10.00% | Week 8 | 1,2,3 |
| Project§ | IMC Pitch Document. See iLearn for the details of the IMC Pitch Project. | 20.00% | Week 12 | 2,3,4,5,6 |
| Oral Pitch§ | IMC Pitch. See iLearn for details of the presentation. | 10.00% | Week 12 | 2,3,4,5,6 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Week 1.1: Subject introduction
Description of Subject and Assessments.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
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Week 1.2: Introduction to IMC
Chapter 1.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 2.1: The Role of IMC in the marketing process
Chapter 2.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 2.2: Perspectives on Consumer Behaviour
Chapter 4.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 3.1: The Communication Process
Chapter 5.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 3.2: Source, Message, Channel Factors
Chapter 6.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 4.1: Establishing Objectives and Budgeting
Chapter 7.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 4.2: Creative Strategy - Planning & Development
Chapter 8.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 5.1: Creative Strategy: Implementation & Evaluation
Chapter 9.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 5.2: Creative Strategy: Implementation & Evaluation
Chapter 9.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 6.1: Review Class
Review Class.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 6.2: Mid Semester Exam
Mid Semester Exam.
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Week 7.1: Media Planning & Strategy
Chapter 10.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 7.2: Evaluation of Broadcast Media (television & radio)
Chapter 11.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 8.1: Evaluation of Print Media
Chapter 12.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 8.2: Sales Promotion
Chapter 16, Channel Critique Presentations.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 9.1: The Internet and Social Media
Chapter 15.
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Week 9.2: Public Relations, Publicity and Corporate Advertising
Chapter 17, Channel Critique Presentations.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 10.1: Direct Marketing
Chapter 14.
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Week 10.2: Measuring the Effectiveness of the Promotional Program
Chapter 18, Channel Critique Presentations.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 11.1: Social, Ethical & Economic Aspects of Advertising/Promotion
Chapter 21.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 11.2: Review Class
Review Class.
SLOs included
- Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
- Students will develop an understanding of specific Integrated Marketing Communications (IMC) tools including broadcast advertising, print advertising, outdoor advertising, internet marketing, sales promotions, personal selling, direct marketing and public relations, publicity & corporate advertising.
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Week 12.1: Presentations
Group Presentations.
SLOs included
- Students will work in a team to identify, analyse and report issues in the market place which influence the success of an Integrated Marketing Communications campaign.
- Students will work in a team to develop an Integrated Marketing Communications campaign strategy appropriate for the external marketing environment.
- Students will provide strategically based recommendations for the creative process required for a successful Integrated Marketing Communications campaign.
- Students will develop a media strategy taking into consideration the communication channels available and their respective impact on the target audience.
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Week 12.2: Presentations
Group Presentations.
SLOs included
- Students will work in a team to identify, analyse and report issues in the market place which influence the success of an Integrated Marketing Communications campaign.
- Students will work in a team to develop an Integrated Marketing Communications campaign strategy appropriate for the external marketing environment.
- Students will provide strategically based recommendations for the creative process required for a successful Integrated Marketing Communications campaign.
- Students will develop a media strategy taking into consideration the communication channels available and their respective impact on the target audience.