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This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
Promotion plays an important and persuasive role in marketing. Promotion is the communication process in marketing which is implemented to influence the consumer to form favourable predispositions towards a product, service, idea or even person. Promotional marketing aims to: present information to consumers, increase demand and/or, differentiate a product in the marketplace with the ultimate goal of attaining short-term sales and long-term growth. Essential to the success of promotional marketing is the ability to carefully select, plan and execute a blend of communication tools to convey a consistent message to reach the intended target market in the most efficient manner. This unit will give students the knowledge to understand why, when and how each traditional and/or digital marketing promotional tool can be used and combined to attain set marketing and promotional objectives. Students will also learn how the competitive marketplace, the product and the target market profile influences the communication strategy implemented.
Students must pass 1 units from FBL5020
On completion of this unit students should be able to:
On-campus students attend a weekly three hour seminar. These seminars include in-class group activities, journal article discussions and presentations aimed at consolidating the knowledge learnt as well as developing critical thinking skills. International and cross cultural elements will be discussed through examples, case studies, content and class discussion activities each week. Off-campus students follow a study schedule utilising various online resources and communication tools in Blackboard. Both on-campus and off-campus students must have regular online access to Blackboard and all students are required to become actively involved in online community group discussions. Given the collaborative nature of promotional marketing in the workplace, a focus on working as a team will be a component of this unit, both for on-campus and off-campus students. Students will be required to complete a real-world promotional plan as a member of a group (Assignment 3).
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Assignment | Assignment 1 | 40% |
| Assignment | Assignment 2 | 60% |
| Type | Description | Value |
|---|---|---|
| Assignment | Assignment 1 | 40% |
| Assignment | Assignment 2 | 60% |
^ Mandatory reference
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
MKT6302|1|1
This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
Promotion plays an important and persuasive role in marketing. Promotion is the communication process in marketing which is implemented to influence the consumer to form favourable predispositions towards a product, service, idea or even person. Promotional marketing aims to: present information to consumers, increase demand and/or, differentiate a product in the marketplace with the ultimate goal of attaining short-term sales and long-term growth. Essential to the success of promotional marketing is the ability to carefully select, plan and execute a blend of communication tools to convey a consistent message to reach the intended target market in the most efficient manner. This unit will give students the knowledge to understand why, when and how each traditional and/or digital marketing promotional tool can be used and combined to attain set marketing and promotional objectives. Students will also learn how the competitive marketplace, the product and the target market profile influences the communication strategy implemented.
Students must pass 1 units from FBL5020
On completion of this unit students should be able to:
On-campus students attend a weekly three hour seminar. These seminars include in-class group activities, journal article discussions and presentations aimed at consolidating the knowledge learnt as well as developing critical thinking skills. International and cross cultural elements will be discussed through examples, case studies, content and class discussion activities each week. Off-campus students follow a study schedule utilising various online resources and communication tools in Blackboard. Both on-campus and off-campus students must have regular online access to Blackboard and all students are required to become actively involved in online community group discussions. Given the collaborative nature of promotional marketing in the workplace, a focus on working as a team will be a component of this unit, both for on-campus and off-campus students. Students will be required to complete a real-world promotional plan as a member of a group (Assignment 3).
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Assignment | Assignment 1 | 40% |
| Assignment | Assignment 2 | 60% |
| Type | Description | Value |
|---|---|---|
| Assignment | Assignment 1 | 40% |
| Assignment | Assignment 2 | 60% |
^ Mandatory reference
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
MKT6302|1|2