- Code MKTG2033
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Marketing
- Academic career UGRD
- Dr Andrew Hughes
- Mode of delivery In Person
First Semester 2019
See Future Offerings
This course introduces the fundamental theoretical framework of advertising, and links the role of advertising to the broader marketing communications context. Specific topics include integrating marketing communication, identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship and international advertising.
Upon successful completion, students will have the knowledge and skills to:
- Appreciate the ways that communication through advertising influences and persuades consumers;
- Discuss the role of the advertising agency and its client relationships;
- Identify advertising's place in the communications mix;
- Discuss the decisions which need to be made in budgeting and planning for promotion;
- Research and prepare a profile of media habits for a given target market;
- Set promotional objectives and identify their relationship with the strategic plan;
- Identify and discuss a range of creative strategies in advertising; and,
- Explain and illustrate Integrated Marketing Communication decision making and planning
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Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
Tuition fees are for the academic year indicated at the top of the page.
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- Student Contribution Band:
- Unit value:
- 6 units
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