UO 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 will demonstrate creative and critical thinking about promotional culture and its role in industry, government and the not-for-profit sector, and 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.

Textbooks

Davis, A 2013, Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding , First, Polity Press, Cambridge

Prerequisites

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
COMM 2090	UO Communication Research Methods

Specific program
Program	Subject Area & Catalogue Number	Course Name
XBPY	MARK 1018	UO Marketing Principles: Trading and Exchange
XBPY	MARK 2034	UO Marketing Analytics

Students are required to complete MARK 1018 and MARK 2034 or alternatively COMM 2090.

Corequisite(s)

Nil

Teaching Method

Component	Duration
EXTERNAL, ONLINE ACTIVITY
Online	10 weeks x N/A

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

Assessment

Case study, Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4A)
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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
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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