100-220 Marketing Communications

This subject is only available to students enrolled in the BA (Media and Communications) and the BA (Media and Communications)/Bachelor of Laws. Students who have completed 325-213 are not eligible to enrol in this subject. This subject is not available to students enrolled in the BA (Media and Communications)/Bachelor of Commerce combined degree.

Completion of 25 points of core Media and Communications subjects and 25 points of optional Media and Communications subject at first year level.

This subject focuses on the development, management and control of Media and Communications marketing both locally and internationally. Topics will include advertising, sales promotion, public relations, and other elements of the communications mix. Particular emphasis will be placed on the importance of integrating promotional efforts, and on the marketing manager's role in planning, implementing and evaluating marketing communications. Students will develop an understanding of the operational and creative elements involved in developing promotional campaigns and the strategies used to communicate with customers and their underlying principles. They will engage with alternative persuasion techniques and potential problems with their adoption, and the proper selection, interpretation, and use of alternative measures of promotional effectiveness. On completion of the subject, students should have developed a strong practical and critical grasp of the different forms and strategies employed in the marketing of communications.

• be able to develop their problem solving and critical thinking skills via the tutorial program;

• be able to enhance oral and written communications skills via class participation and discussion;

• be able to develop their research skills through the sourcing of research material to supports arguments in their written assignments.

A written ad analysis of 1500 words 30% (due mid-semester), a written advertising plan of 2500 words worth 60% (due at the end of semester) and tutorial work 10%. Students must attend at least 80% of classes to be eligible for assessment.

• G and M Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective. (5th ed) Irwin/McGraw-Hill.