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. | Compare and contrast 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. | Distinguish and justify different creative and media execution; and | ||
| 5. | Evaluate a company's marketing and promotional programme. |
Assessment
| Assessment type | Description | Grade |
|---|---|---|
| Test | Test | 10% |
| Presentation | Individual Presentations and Theory led Discussion | 20% |
| Report | Promotional Plan (individual or pairs) | 30% |
| Examination | Examination | 40% |
Required reading
Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition),
Belch, George E. and Michael A. Belch (2014),
McGraw-Hill/Irwin, New York.
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