Promotional Communication: Advertising, Publicity and Marketing

Course aim

To study the complexity and nuances of the development, purpose and use of promotional activities in contemporary society through the promotion of products, services and information and the diverse range of approaches, techniques and methods employed, with a particular emphasis on advertising.  

Course content

Students will build on previous courses to develop knowledge of theoretical and applied approaches to the use and production of promotional activities in contemporary society. The practices and processes of promotional activity in diverse organisations are examined using historical and contemporary case studies. Students are required to demonstrate creative and critical thinking about promotional culture and its role in industry, government and the not-for-profit sector, and to exhibit creativity and originality in the production of promotional material. Students will relate promotional activities to the application of communication media technology in its changing forms. In developing advanced understanding of promotional industries, including advertising, publicity and marketing, students are required to use theoretical approaches to critique and evaluate promotional events and campaigns ranging from product launches and publicity events in the creative industries, to national election campaigns and large-scale health promotion and education campaigns.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
COMM 2078	Communication Research Methods
COMM 2079	Content Creation for Media
COMM 2092	UO Content Creation for Media
COMM 2090	UO Communication Research Methods

Students completing the Bachelor of Marketing and Communication (DBMN) program must complete EITHER Design for Digital Technologies (COMM 2080) OR Content Creation for Media (COMM 2079). Students may complete the UO (online) equivalent of the internal courses listed.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAGILL
Seminar	2 hours x 10 weeks
INTERNAL, CITY WEST
Seminar	2 hours x 10 weeks
EXTERNAL, MAGILL, ONLINE
External (Seminar)	2 hours x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Critical analysis, Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4A)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.