MKT3ADV
ADVERTISING AND SALES PROMOTION
MKT3ADV
2018
Credit points: 15
Subject outline
In this subject you will be exposed to the role of advertising in a free economy and how it affects the media of mass communications. You will learn about advertising appeals, product and market research, the selection of media, testing of advertising effectiveness, and the advertising profession. In this subject, you will focus on advanced concepts and practices in advertising and sales promotion, developing essential skills for their future professional careers.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorAndrew Gilmore
Available to Study Abroad StudentsYes
Subject year levelYear Level 3 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | TBA | Prescribed | TBA | TBA |
Graduate capabilities & intended learning outcomes
01. Develop students# understanding of the basic theories and models within advertising and marketing communications
- Activities:
- Seminar/workshop
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Select appropriate media for implementing an integrated marketing communications campaign
- Activities:
- Seminar/workshop and campaign group assignment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
03. Present an integrated marketing communications campaign in a professional manner
- Activities:
- Presentation of campaign to class
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
04. Recognise the creative issues that need to be considered in an advertising campaign
- Activities:
- Seminar/workshop and campaign group assignment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
05. Develop an annual advertising campaign
- Activities:
- Seminar/workshop and sales promotion campaign group assignment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
Select to view your study options…
Melbourne, 2018, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorAndrew Gilmore
Class requirements
LectureWeek: 10 - 22
Twelve 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
TutorialWeek: 11 - 22
Eleven 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One, 2-hour final examination | 50 | 01, 02, 04, 05 | |
| Ongoing class contributions | The class participation will be based on a rubric reflecting participation in tutorials. Students need to be present at the tutorial with pre-set tutorial work attempted. Broadly equivalent to 200 words per student. | 5 | 01, 02, 04, 05 |
| One, group presentation (10 min per group) | Group presentation on written assignment. Four students per group. Broadly equivalent to 250 words per student. | 10 | 03 |
| One, Mid semester test (1 h) | 15 | 01, 02, 04, 05 | |
| One, Integrated Marketing Communications Campaign (Group Assignment) | 1,000-words per student | 20 | 02, 03, 04, 05 |
Sydney, 2018, Study Period 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorAndrew Gilmore
Class requirements
LectureWeek: 10 - 22
Twelve 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
TutorialWeek: 11 - 22
Eleven 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One, 2-hour final examination | 50 | 01, 02, 04, 05 | |
| Ongoing class contributions | The class participation will be based on a rubric reflecting participation in tutorials. Students need to be present at the tutorial with pre-set tutorial work attempted. Broadly equivalent to 200 words per student. | 5 | 01, 02, 04, 05 |
| One, group presentation (10 min per group) | Group presentation on written assignment. Four students per group. Broadly equivalent to 250 words per student. | 10 | 03 |
| One, Mid semester test (1 h) | 15 | 01, 02, 04, 05 | |
| One, Integrated Marketing Communications Campaign (Group Assignment) | 1,000-words per student | 20 | 02, 03, 04, 05 |
Sydney, 2018, Study Period 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorAndrew Gilmore
Class requirements
LectureWeek: 31 - 42
Twelve 2.0 hours lecture per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.
TutorialWeek: 32 - 42
Eleven 1.0 hours tutorial per week on weekdays during the day from week 32 to week 42 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One, 2-hour final examination | 50 | 01, 02, 04, 05 | |
| Ongoing class contributions | The class participation will be based on a rubric reflecting participation in tutorials. Students need to be present at the tutorial with pre-set tutorial work attempted. Broadly equivalent to 200 words per student. | 5 | 01, 02, 04, 05 |
| One, group presentation (10 min per group) | Group presentation on written assignment. Four students per group. Broadly equivalent to 250 words per student. | 10 | 03 |
| One, Mid semester test (1 h) | 15 | 01, 02, 04, 05 | |
| One, Integrated Marketing Communications Campaign (Group Assignment) | 1,000-words per student | 20 | 02, 03, 04, 05 |
Vietnam, 2018, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorAndrew Gilmore
Class requirements
LectureWeek: 10 - 22
Twelve 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
TutorialWeek: 11 - 22
Eleven 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One, 2-hour final examination | 50 | 01, 02, 04, 05 | |
| Ongoing class contributions | The class participation will be based on a rubric reflecting participation in tutorials. Students need to be present at the tutorial with pre-set tutorial work attempted. Broadly equivalent to 200 words per student. | 5 | 01, 02, 04, 05 |
| One, group presentation (10 min per group) | Group presentation on written assignment. Four students per group. Broadly equivalent to 250 words per student. | 10 | 03 |
| One, Mid semester test (1 h) | 15 | 01, 02, 04, 05 | |
| One, Integrated Marketing Communications Campaign (Group Assignment) | 1,000-words per student | 20 | 02, 03, 04, 05 |