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24736 Marketing Communications

UTS: Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): ((24734 Marketing Management OR 24746 Marketing: Concepts and Applications) AND 24710 Buyer Behaviour)
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject examines advertising, promotion and business communication decisions from an advanced viewpoint based on theory and research findings. It provides managers with systematic approaches to setting advertising and promotion objectives, establishing budgets, identifying relevant target audiences, formulating and testing strategies and evaluating campaign results. It considers contemporary issues in advertising, together with reference to complementary aspects such as publicity and direct marketing and includes an applied project covering these decision factors.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

  1. understand managerial decisions that need to be made with respect to an advertising and sales promotion campaign
  2. apply principles, concepts and tools that aid advertising executives and brand managers in planning an advertising and sales promotion campaign
  3. prepare a campaign planning brief for a local or global marketing communications project
  4. make better decisions about the marketing communications mix; this mix includes not only advertising and sales promotion but also elements such as direct marketing and public relations
  5. plan marketing communications in a comprehensive and integrated manner
  6. present a marketing communications campaign for a good or service.

Contribution to graduate profile

Since advertising, sales promotion and other forms of marketing communication are critical elements that can help or hinder a product's introduction and growth in the marketplace, this subject provides a basis for understanding these promotional tools in a firm's marketing mix. It provides a framework for planning the marketing communications program of a good or service.

Content

  • Decisions about advertising and sales promotion
  • Marketing mix decisions
  • Public relations
  • Publicity management
  • Direct marketing.

Assessment

Assessment item 1: Individual Assignment (Individual)

Objective(s): 1, 2, 4, 5
Weighting: 35%
Task: This assignment will allow students to analyse and present a marketing communication campaign of competing brands within a particular product category. In so doing, they will understand managerial decisions that were made with respect to an advertising and sales promotion campaign and appreciate the need to plan marketing communications in a comprehensive and integrated manner. It will allow students to demonstrate that they have met objectives 1, 2, 4 and 5.

Assessment item 2: Group Assignment (Group)

Objective(s): 1-6
Weighting: 30%
Task: This assignment will allow students to apply theoretical concepts and address practical issues, when formulating and presenting a marketing communications plan for the launch of a good or service. It will enable students to demonstrate that they have met objectives 1-6.

Assessment item 3: Final Examination (Individual)

Objective(s): 1, 2, 4
Weighting: 35%
Task: This exam consists of a case study and short answer questions. It will test students' understanding of the theory. It will allow students to demonstrate that they have met objectives 1, 2 and 4.

Required text(s)

Belch, George and Michael Belch (2007), Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th edition, Irwin/McGraw-Hill

Faculty of Business (1999), Guide to Writing Assignments, Faculty of Business, University of Technology, Sydney.

Readings for Marketing Communications. This must be purchased from the Co-op Bookshop.

Handouts distributed in class.

Recommended text(s)

Rossiter, John and Larry Percy (1987), Advertising and Promotion Management, McGraw-Hill.

Indicative references

Shimp, Terence (1993), Promotion Management and Marketing Communication, 3rd edition, The Dryden Press (Harcourt Brace & Company International Edition).

Newspapers

Australian Financial Review (Tuesday), The Sydney Morning Herald (Thursday), The Australian (Thursday)

Magazines

B&T (with Advertising Age), AdNews, BRW (Shoebridge), Campaign Brief, Marketing & eBusiness, Australian Professional Marketing

Websites

AdNews www.adnews.com.au

B&T www.bandt.com.au

Business Review Weekly www.brw.com.au

Australian Financial Review www.afr.com.au

Advertising Federation of Australia www.afa.org.au

Advertising Standards Bureau www.advertisingstandardsbureau.com.au

E-Marketer www.emarketer.com.au

Fairfax Advertising Centre www.fairfax.com.au/adcentre/

Internet Advertising Bureau www.iab.net

Journal of Interactive Advertising http://jiad.org

Quarterly Journal of Electronic Commerce www.qjec.org

Other materials

Advertising is a complex and dynamic business that changes with the general economy, demographic shifts, consumer values, popular culture and the weather! The textbooks (required and recommended) provide a good and relatively current background of advertising and other forms of marketing communication. However, no book can keep up with real-world marketing communications. Consequently, other materials such as those from the advertising and marketing press will be handed out in class.

It is your responsibility to obtain these 'other materials' from your classmates/friends should you be absent on the day that they are handed out.

Books of interest

The Power of One To One by Ian Kennedy and Bryce Courtenay

Advertising and the Mind of the Consumer by Max Sutherland

InterActive Marketing by Martin Williams

Introduction to Advertising Media by Jim Surmanek

The One-To-One Future: Building Business Relationships One Customer At A Time by Don Peppers & Martha Rogers

Influence by Robert Cialdini

An Introduction to Direct Marketing by Vin Jenkins

Advertising Media Planning by Jack Sissors and Lincoln Bumba

Confessions of an Advertising Man by David Ogilvy

Ogilvy on Advertising by David Ogilvy

Fundamentals of Advertising Research by Alan Fletcher and Thomas Bowers

Positioning: The Battle For Your Mind by Al Reis and Jack Trout

Journals

Journal of Advertising

Journal of Advertising Research

Current Issues and Research in Advertising

Journal of Consumer Research

Advances in Consumer Research

Journal of Marketing

Marketing Letters