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MKTG13-302: Promotional Design and Planning

Description

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.

Subject details

TypeUndergraduate
CodeMKTG13-302
EFTSL0.125
FacultyBond Business School
Semesters offered
  • January 2019 [Standard Offering]
  • May 2019 [Standard Offering]
  • January 2020 [Standard Offering]
  • May 2020 [Standard Offering]
Credit10
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

Learning outcomes

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 campiagn based on the target market of the brand, 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 consdiering 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.

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

Subject outlines

Subject dates

Standard Offering
Enrolment opens12/11/2017
Semester start15/01/2018
Subject start15/01/2018
Cancellation 1?29/01/2018
Cancellation 2?05/02/2018
Last enrolment28/01/2018
Last withdrawal?09/02/2018
Teaching census?09/02/2018
Standard Offering
Enrolment opens18/03/2018
Semester start14/05/2018
Subject start14/05/2018
Cancellation 1?28/05/2018
Cancellation 2?04/06/2018
Last enrolment27/05/2018
Last withdrawal?08/06/2018
Teaching census?08/06/2018
Standard Offering
Enrolment opens11/11/2018
Semester start14/01/2019
Subject start14/01/2019
Cancellation 1?28/01/2019
Cancellation 2?04/02/2019
Last enrolment27/01/2019
Last withdrawal?08/02/2019
Teaching census?08/02/2019