Promotional Design and Planning

General Information

Successful marketing requires the capacity to inform and persuade consumers. This subject is an in-depth examination of the various promotional tools used in marketing. Promotion is a key element of the marketing mix and includes topics such as advertising, personal selling, sales promotion, direct marketing, social media/internet marketing, and public relations. Particular emphasis in this subject is placed on both micro (i.e., detail of developing promotional efforts) and macro (i.e., strategic) issues associated with promotional design and planning.

Academic unit: Bond Business School
Subject code: MKTG13-302
Subject title: Promotional Design and Planning
Subject level: Undergraduate
Semester/Year: May 2021
Credit points: 10.000

Enrolment requirements

Requisites:

Nil
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.

Assumed Prior Learning (or equivalent):

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Explain the purpose of integrated marketing communications (IMC), identifying key principles and challenges facing practitioners in developing and implementing IMC strategies.
  2. Apply a variety of appropriate IMC tools to comprehensively address a defined IMC objective.
  3. Develop a creative strategy for a brand’s IMC campaign based on the target market of the brand, the marketing environment, and the brand’s communication objectives.
  4. Develop a media strategy for a brand’s IMC campaign by evaluating communication channels available, their likely impacts on the target audience and considering the needs of relevant stakeholders.
  5. Deliver a logically constructed, persuasive presentation of your IMC strategy.
  6. Articulate IMC analyses and recommendations in a clear, concise writing style tailored to a given audience.
  7. Demonstrate the ability to work effectively with others to complete a group project addressing an integrated marketing communication issue.

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.

Type Task % Timing* Outcomes assessed
Written Report Individually evaluate a particular IMC channel 30.00% Week 8 1,2,3,4,5,6
Presentation§ Present an integrated marketing communication pitch as a group. 10.00% Week 12 2,3,4,5,6,7
Project Report§ Write an integrated marketing communication pitch proposal as a group. 25.00% Week 12 2,3,4,5,6,7
Assignment Individual take home assignment 35.00% Week 13 1,2,3,4,6
  • § 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.

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

A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs 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.

Subject curriculum

Approved on: Mar 12, 2021. Edition: 4.6
Last updated: Oct 10, 2022
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