This unit (BHO5503) 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

Study level:
Credit points:
Unit code:

Learning Outcomes

On successful completion of this unit, students will be able to:
  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 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.

VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.