156237

Marketing Communication and Advertising

A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design.

Course code

Qualifications are made up of courses. Some universities call these papers. Each course is numbered using six digits.

156237

Level

The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).

200-level

Credits

Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.

15

Subject

Marketing

Course planning information

Prerequisite courses

Complete first
115116 or 156200

You need to complete the above course or courses before moving onto this one.

General progression requirements

You must complete at least 45 credits from 100-level before enrolling in 200-level courses.

Learning outcomes

What you will learn. Knowledge, skills and attitudes you’ll be able to show as a result of successfully finishing this course.

  • 1 Discuss theories and models used in advertising and marketing communication.
  • 2 Apply marketing communication theory to evaluate message design and creative execution.
  • 3 Evaluate the relative importance of advertising and the other options available in the communication mix.
  • 4 Evaluate the integration of message, creative theme, and branding across all campaign elements.

Learning outcomes can change before the start of the semester you are studying the course in.

Assessments

Assessment Learning outcomes assessed Weighting
Written Assignment 1 20%
Written Assignment 2 30%
Written Assignment 1 3 4 50%
Distance only
Assessment Learning outcomes assessed Weighting
Written Assignment 1 20%
Written Assignment 2 30%
Written Assignment 1 3 4 50%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes
Computer animation and screening, design, programming, models and other computer work.
Creative compositions
Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled)
An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled)
An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation
Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
Participation
You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Portfolio
Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement
Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Simulation
Technology-based or experience-based simulations.
Test
Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment
Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.

Textbooks needed

Textbooks can change. We recommend you wait until at least seven weeks before the semester starts to buy your textbooks.

Compulsory

PRINCIPLES OF INTEGRATED MARKETING COMMUNICATIONS (2014)

Author
ANG, LAWRENCE
ISBN
9781107649187..
Edition
1
Publisher
CAMBIDGE UNIVERSITY PRESS, PORT MELBOURNE, VICTORIA, AUSTRALIA

PRINCIPLES OF INTEGRATED MARKETING COMMUNICATIONS

Author
ANG, LAWRENCE
ISBN
9781108703116
Edition
2ND EDITION 2021
Publisher
CAMBIDGE UNIVERSITY PRESS

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