Handbook : Unit informationEdith Cowan University

School: Business and Law

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.

• Unit Title

  Promotional Marketing

• Unit Code

  MKT6302

• Year

  2018

• Enrolment Period

  2

• Version

  2

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Gregory Brian WILLSON

Description

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.

Prerequisite Rule

Students must pass 1 units from FBL5020

Learning Outcomes

On completion of this unit students should be able to:

1. Apply creativity, initiative, innovation and specialised knowledge to audit a market, identify opportunities and create, implement and manage a promotional marketing plan.
2. Summarise and critique advertising executions
3. Devise communications and promotional mix strategies.
4. Synthesize effective advertising, branding and creative strategy decisions.
5. Design brand positioning strategies.
6. Compare and select alternative promotional tools to develop an effective marketing communications strategy.
7. Appraise media channel decisions.
8. Formulate realistic promotional objectives and budgets.
9. Monitor, measure, evaluate and control promotional campaigns.

Unit Content

1. Introduction to promotional marketing.
2. Public relations.
3. Interactive marketing, social media marketing, point of sale and support media.
4. Direct marketing.
5. Personal selling.
6. Sales promotion.
7. Note: traditional, digital and international marketing initiatives will be covered within the above unit content.
8. The communications process, buyer behaviour and promotional objectives.
9. Promotional planning, targeting and positioning.
10. Media planning and evaluation.
11. Branding and building brand equity.
12. Budgeting, communications strategy & promotional mix strategy.
13. Monitoring and evaluation of promotional plans.
14. Regulations, codes of practice and ethics of promotional marketing.
15. Advertising.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences through ECU Blackboard as well as additional ECU learning technologies.

WIL - Project

Students will undertake, and be assessed on, authentic activities through engagement with industry and community partners.

Students undertake an activity in collaboration or consultation with an industry partner but do not spend any time or only a very small amount of time  (e.g. 1-2 short visits) in an actual workplace.

Additional Learning Experience Information

On-campus students attend a weekly 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).

Assessment

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.

Core Reading(s)

• Chitty, B., Luck, E., Barker, N., Sassenberg, A., Shimp, T., & Andrews, J. (2017). Integrated Marketing Communications (5th Asia-Pacific Edition, pp. xxvii, 532 ). Cengage.
• Chitty, B., Luck, E., Barker, N., Sassenberg, A., Shimp, T., & Andrews, J. (2017). Integrated Marketing Communications (5th Asia-Pacific Edition, pp. xxvii, 532 ). Cengage.