This unit critically examines managerial decision-making skills in all aspects of promotion through the praxis of theoretical propositions and contemporary professional practice. The challenges of strategy development and implementation in advertising will be addressed through a variety of lenses: personal selling, publicity, public relations, direct response marketing and customer service. Critical examination and challenges will be informed by analysis and theorising about developments that contribute to enhanced professional practice and scholarship in this dynamic field of study.
Unit details
Location:
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5503
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Learning Outcomes
| 1. | Analyse the strong and weak theories of marketing communications; | ||
| 2. | Devise effective marketing strategies and programmes; | ||
| 3. | Formulate appropriate marketing communications strategies to practical business objectives; | ||
| 4. | Critically review and justify different creative and media execution; and | ||
| 5. | Evaluate a company's marketing and promotional programme. |
Assessment
| Assessment type | Description | Grade |
|---|---|---|
| Presentation | Group Presentation and theory-led discussion | 20% |
| Assignment | Research assignment on marketing communications | 40% |
| Report | Promotions Plan | 40% |
Required reading
Integrated Marketing Communication: A Balanced Approach.
Winchester, M., Ling, P., Stocchi, L., Lwin, M., Shin, W. and Kang, H. (2019)
Oxford University Press: Docklands.
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
You can choose to study this unit as part of the following courses. Refer to the course page for information on how to structure your course to include this unit.
| Course | Study as part of |
|---|---|
| Graduate Diploma in Business | Marketing - Specialisation |
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