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MKTG13-302: Promotional Design and Planning May 2017 [Standard]

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.


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

Delivery & attendance

Delivery mode:


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.


Prescribed resources:
  • Michael Belch,George Belch (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. 10th, McGraw-Hill Education , 880.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] 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

Enrolment requirements

Requisites: ?


Restrictions: ?


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.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Students will develop a comprehensive understanding of the concept, practice, nature, function and environment of Integrated Marketing Communications (IMC).
  2. 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.
  3. 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.
  4. Students will work in a team to develop an Integrated Marketing Communications campaign strategy appropriate for the external marketing environment.
  5. Students will provide strategically based recommendations for the creative process required for a successful Integrated Marketing Communications campaign.
  6. Students will develop a media strategy taking into consideration the communication channels available and their respective impact on the target audience.


Assessment details

TypeTask%Timing*Outcomes assessed
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% 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% Week 8 1, 2, 3.
Project § IMC Pitch Document. See iLearn for the details of the IMC Pitch Project. 20% Week 12 2, 3, 4, 5, 6.
Oral Pitch § IMC Pitch. See iLearn for details of the presentation. 10% Week 12 2, 3, 4, 5, 6.
Paper-based Examination (Closed) Final Examination: The final exam will include topics and material covered across the whole semester. 35% Final Examination Period 1, 2.
  • § 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 [email protected] 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.

Policy on plagiarism

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.

Disability 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.

Subject curriculum

Description of Subject and Assessments


Chapter 1

1, 2.

Chapter 5

1, 2.

Review Class

1, 2.

Chapter 10

1, 2.

Chapter 12

1, 2.

Chapter 16, Channel Critique Presentations

1, 2.

Chapter 17, Channel Critique Presentations

1, 2.

Chapter 18, Channel Critique Presentations

1, 2.

Review Class

1, 2.

Group Presentations

3, 4, 5, 6.

Group Presentations

3, 4, 5, 6.
Approved on: Apr 23, 2017. Edition: 3.1
Last updated: Jun 2, 2017.