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Advertising and Communications Strategy (MKTG90009)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Dr Danielle Chmielewski-Raimondo dchmi@unimelb.edu.au
Overview
Availability | Semester 2 - Dual-Delivery |
---|---|
Fees | Look up fees |
This subject concentrates heavily on advertising, but also addresses the issues of internet advertising, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promotional strategy selection, integration of communications with other marketing activities, strategy implementation, and budgeting. The subject incorporates both lecture and cases as instructional vehicles.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Describe and analyse the basic theories and models within integrated marketing communications, especially advertising, internet advertising, PR and sales promotions
- Analyse and critically evaluate advertising communications campaigns and explain why some campaigns are more effective than others
- Apply major theories and models to advertising problems discussed in the seminars and within students assignments
- Identify and learn the techniques used by successful managers of advertising campaigns
- Integrate conceptual frameworks with selected management practices.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Interpretative and analytical skills, through the application of the conceptual and theoretical frameworks presented in the seminars to the class discussion questions and assignment questions;
- The ability to critically evaluate an argument and present a point of view based on the lecture material;
- Team work skills, through the group work conducted in the class presentation;
- Oral and communication skills, through seminar discussions and presentations;
- Written skills, developed through the assignments.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Group assignment (groups of 3-4), Part A due in Week 7 and final report due in Week 11
| From Week 7 to Week 11 | 40% |
Group creative pitch (groups of 3-4)
| Throughout the semester | 10% |
End of semester examination
| During the examination period | 50% |
Last updated: 9 April 2024
Dates & times
- Semester 2
Principal coordinator Danielle Chmielewski-Raimondo Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 25 July 2022 to 23 October 2022 Last self-enrol date 5 August 2022 Census date 31 August 2022 Last date to withdraw without fail 23 September 2022 Assessment period ends 18 November 2022 Semester 2 contact information
Dr Danielle Chmielewski-Raimondo dchmi@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
None
- Related Handbook entries
This subject contributes to the following:
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 9 April 2024