Advertising and Promotion Strategy

Course code MKTG2102Units 10Level 2000Faculty of Business and LawNewcastle Business School

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.

Available in 2015

Callaghan CampusSemester 2
OurimbahSemester 2
UoN SingaporeTrimester 1
Previously offered in 2014
ObjectivesUpon successful completion of the course you 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.
ContentThe 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.
Replacing Course(s)This course replaces MKTG2020 & BUSN2650.
TransitionThis course is not available to students who have successfully completed MKTG2020 or BUSN2650.
Industrial Experience0
Assumed KnowledgeMKTG2100
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Essays / Written AssignmentsCommunications Critique (Individual)
Examination: FormalWritten examination 3 hours
Presentations - GroupIMC Plan (group)
Part C – The Pitch
ProjectsIMC Plan (group)
Part A – Initial Brief (10%)
Part B – Final Plan (20%)
Contact HoursLecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 11 weeks
Timetables2015 Course Timetables for MKTG2102