Advertising and Promotion Strategy
Business and marketing objectives define effective communications strategy. The nature and design of communication strategies in terms of customer-marketer interaction is examined with the traditional theories and the future implications of emerging technologies considered. Wherever appropriate, the content is international in its perspective. Students engage in independent and collaborative work processes to design and communicate strategies reflective of authentic practice in Advertising and Promotion.
- Trimester 1 - 2016 (Singapore)
On successful completion of the course students will be able to:
1. Determine the role of marketing communications within the context of marketing strategies
2. Apply theories to the development of marketing communications
3. Evaluate traditional marketing communication strategies
4. Compare and contrast the stages involved in developing effective marketing communications
5. Evaluate the impact of emerging technologies and globalisation on the nature of marketing communications inclusive of social and cultural influences.
6. Access and analyse information to improve strategy development and communication outcomes either independently or as a team member.
7. Articulate your specialised knowledge in both oral and written contexts reflective of your audience and purpose.
8. Demonstrate an awareness of the professional standards and ethical conduct in relation to Advertising and Promotion Strategies.
The role of marketing communications in the marketing process from both a theoretical and practical perspective.
The nature of marketing communications in consumer, business-to-business and international/global contexts.
Activities involved in the design of communication strategies.
Contemporary and traditional approaches to customer-marketer interaction including those that are electronically based.
Project: Group IMC Plan Part A: Initial Brief
Project: Group IMC Plan Part B: Final Plan
Presentation: Group IMC Plan Part C: Pitch
Written Assignment: Individual Communications Critique
Formal Examination: Final Exam
Face to Face On Campus 2 hour(s) per Week for Full Term
Face to Face On Campus 1 hour(s) per Week for 11 Weeks