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This course is an introduction to the fundamentals of advertising and promotion. The course will cover the societal and managerial uses of advertising as a means of symbol formation and communication. Lectures, class exercises, discussions, and videos will be used to explore topics of relevance. Students will be involved in developing and presenting a comprehensive, promotional campaign for a product or service.
This course is an introduction to the fundamentals of advertising and promotion. The course will cover the societal and managerial uses of advertising as a means of symbol formation and communication. Lectures, class exercises, readings, cases, discussions, and videos will be used to explore topics of interest. The aim of the course is for students to obtain a practical, working knowledge of marketing promotion such that they are prepared to contribute to the development or improvement of promotion plans and practices in business organisations.Course ObjectivesStudents should be able to accomplish the following upon completion of this subject.1. To demonstrate the strategic relationship between the promotional mix and the other elements of the marketing mix.2. To discuss the integrated nature of the components of the promotional mix: advertising, sales promotion, public relations, personal selling and direct marketing.3. To argue for the appropriate use of each promotional mix element.4. To analyse media research data in order to evaluate and make media decisions.Students will be involved in developing and presenting a comprehensive promotional campaign for a product or service. Course OrganisationThe teaching method is based on lectures supplemented by case studies, readings and in-class exercises. Class attendance, although not monitored, should be considered mandatory and students are expected to have read class assignments before each lecture as they may be queried randomly during class periods. Textbook chapter readings and lecture notes will contribute to a significant portion of the course’s material and are therefore the students’ responsibility. In accordance with researched learning practices, it is highly recommended that you take your own notes during lectures. However, lecture outlines will be available for download before the lecture.Individual student performance is evidenced by the pertinence of questions raised in class as well as the ability to respond and comment on the subject matter discussed in each of the sessions. Class participation is an active process that enhances learning; it is to your benefit and that of your colleagues.Relationship to Other CoursesThis course is one of seven Stage 3 courses offered by the Marketing group in the Department of Management, Marketing and Entrepreneurship. It integrates and builds upon material covered in MKTG 201 "Marketing Management" and MKTG 204 "Consumer Behaviour".
By the end of the course, you should be able to:critically appraise advertisements and ad campaigns;formulate a comprehensive communication plan;implement an advertising solution from strategy to execution.BCom Graduate ProfileMKTG307 addresses the BCom learning goals in the following manner: 1. Graduates can demonstrate advanced knowledge of Marketing informed by the broader context of commerce. The client project is an opportunity for students to demonstrate the application of advanced knowledge of marketing, in particular IMC. Recall, understanding, and application of advanced IMC knowledge are assessed in the midterm and final exam. 2. Graduates are able to use analytical thinking and problem-solving skills to address specific problems. The client project requires the use of analytical skills in interpreting a client’s needs, and the application of IMC knowledge and problem-solving skills to address the problems presented by the client.3. Graduates are able to communicate effectively both orally and in written form. Written communication is assessed in this course through the client project. Verbal communication is formally assessed through the client project and the ad analysis.
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
(1) MKTG201; and (2) MKTG202; and (3) MKTG204
MGMT 318; MKTG 303
Students must attend one activity from each section.
There are no tutorials (although there will be several out of class sessions, for group presentations).
For further information see
Management, Marketing and Entrepreneurship Head of Department
Office Hours:Fridays, 11:30am to 12:30pm, and by appointmentCollege of Business and Law (Meremere), Room 520
Assessment in Brief:There will be three pieces of assessment in this course: A) Ad Analysis: Each group will be required to present a critical review of an advertising campaign presently or recently shown/aired in Christchurch. The assignment consists of a strategic evaluation and video presentation. (Please see p.7 of the course outline for details.) Each group member will receive an individual mark on this assignment.B) "Pitch" Term Project: This assignment involves the development of a Promotional Plan for a selected firm in the Christchurch area. You will be working in groups of five students and the aim will be to “win” the client’s account. (Please see pp. 8-10 of the course outline for details.) This assignment will also include a group presentation to the client.C) Final Exam: Date and time TBA. The final will include multiple choice, written and case analysis and will be comprehensive in nature.GradingConsistent with Departmental academic policies, your final score may be calculated after the raw marks for the test and final exam have been standardised to a mean of 65 and a standard deviation of 18. You should not assume 50% as a passing mark for this course.
Good Resource:Marketing Magazine. Auckland: Minty’s Media. HF 5410 .M3445Course lecture outlines: These will be available before class time for download from LEARN under MKTG307. Be aware that some additional information provided in the lecture will not appear on those outlines so they are best used as a skeleton to which you can add to during the lecture.
Coversheets - Group and Individual
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic PoliciesThe Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.
Domestic fee $822.00
International fee $3,688.00
* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.
For further information see
Management, Marketing and Entrepreneurship.