325-213 Advertising and Promotions

325-211 Principles of Marketing.

This subject focuses on the development, management and control of the organisation's marketing communications. Topics include advertising, sales promotion, public relations and other elements of the communications mix; the importance of integrating promotional efforts with other marketing mix decisions; the marketing manager's role in planning, implementing and evaluating marketing communications; operational and creative elements involved in developing promotional efforts; the strategies used to communicate with customers and their underlying principles; understanding alternative persuasion techniques and potential problems with their adoption; and the proper selection, interpretation and use of alternative measures of promotional effectiveness.

• High level of development: oral communication; written communication; team work; application of theory to practice; interpretation and analysis.

• Moderate level of development: collaborative learning; critical thinking; receptiveness to alternative ideas.

• Some level of development: problem solving; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources.

A 2-hour examination (50%), group and individual assignment(s) totalling not more than 4000 words (40%) and tutorial tasks (10%).