School of Management, Unit Catalogue 2007/08 |
MN20034 Advertising and promotions practice |
| Credits: 6 |
| Level: Intermediate |
| Semester: 1 |
| Assessment: CW 30%, EX 70% |
| Requisites: |
| Before taking this unit you must take MN20016 or take MN20081 |
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Aims: The course examines the workings of the advertising and promotions practice, with an emphasis on the tools of advertising and promotions. The course integrates the latest concepts with practical developments and is applied in its approach.
Learning Outcomes: At the end of this post course students will be able to: 1. Define the promotional mix - advertising, sales promotion, public relations, sponsorship, personal selling, direct mail and the Internet - and to explain its role in marketing strategy. 2. Evaluate the promotional mix and media options in the context of integrated marketing promotions. 3. Assess the benefits and problems associated with managing advertising and promotional practice. Skills: The ability to engage in an advanced critical discourse surrounding contemporary practices of advertising and promotions (T, F), this skill will be developed and moderated (T, F, A). Presentation skills will be assessed (A). Content: The content of this course will critically analyse applied advertising and promotions issues at an introductory level: * An overview of advertising and promotion practice. * Promotional planning considerations: what makes successful advertising and promotion strategies? * The strategic communications planning process. * Developing a communication strategy. * The promotional mix - advertising, sales promotion, public relations, sponsorship, personal selling, direct mail and the Internet. * Media strategy. * The creative process including processing the message, creative tactics and creative execution. The course will focus on the application of theory in practice. |