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MKTG13-302: Promotional Design and Planning May 2019 [Standard]

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 2019
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.


Prescribed resources:
  • George Belch,Michael Belch (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. 11th, McGraw-Hill Education
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. 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.


Assessment details

TypeTask%Timing*Outcomes assessed
Written Report § Work in groups to evaluate a particular IMC channel. 10% Week 9 2, 3.
Project Report § Write an integrated marketing communication pitch proposal as a group. 20% Week 12 2, 3, 4, 5, 6, 7.
Presentation § Present an integrated marketing communication pitch as a group. 10% Week 12 2, 3, 4, 5, 6, 7.
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.
Paper-based Examination (Closed) The mid-semester exam will include all material covered in class up to and including Week 5. 25% Week 6 (Mid-Semester 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.

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

Understanding the concept of Integrated Marketing Communications (IMC). The various tools available in marketing communications

How does IMC relate to marketing strategy particularly positioning? How does IMC relate to product decisions, pricing decisions and distribution decisions? The difference between push and pull strategies.

An overview of the consumer decision making process. Consumer learning. How do environmental and group influences affect consumer behaviour?

Models of communication. Response hierarchies and the elaboration likelihood model.

Source factors including factors that make a celebrity endorser influential. Message structure and message appeals. The difference between personal and non-personal channels.

Developing communication objectives. Establishing promotional budgets.

What is creativity? The creative process. Different types of major selling idea. Different types of advertising appeals and advertising executions.

What is a media plan? Establishing media objectives. Developing and implementing media strategies.

The role of broadcast media in IMC. Benefits and limitations of television. Measuring TV audiences. Benefits and limitations of radio.

The role of print media in IMC. Benefits and limitations of newspaper and magazines. Measuring circulation and readership. The future of print media.

The growth of the internet. The role of digital and social media in IMC. Digital and social media metrics. The benefits of social media.

The role of sales promotions in IMC. Reasons for the growth of consumer and trade sales promotions. Various types of consumer and trade sales promotions. The advantages and disadvantages of sales promotion.

What is direct marketing? Reasons for the growth of direct marketing. The role of direct marketing in IMC. The advantages and disadvantages of direct marketing.

The new role of PR. Establishing a PR plan. What is publicity? Advantages and disadvantages of PR and publicity. Measuring the effectiveness of PR and publicity. The objectives and types of corporate advertising. The advantages and disadvantages of corporate advertising.

Conducting research to measure the effectiveness of advertising. Different types of tests. What to test? When to test? Where to test? How to test? The testing process.

Social and ethical criticisms of advertising and promotion. The economic effects of advertising and promotion.

Approved on: Mar 25, 2019. Edition: 4.2