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The current and official versions of the course specifications are available on the web at http://www.usq.edu.au/course/specification/current.
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MKT2001 Promotion Management

Semester 1, 2012 On-campus Springfield
Units : 1
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing
Version produced : 30 December 2013

Contents on this page

Staffing

Examiner: Frances Woodside
Moderator: Rangarirai Chimhundu

Requisites

Pre-requisite: MKT1001

Other requisites

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.

Rationale

Managing the marketing organisation's communications with customers is an important function of the marketing manager. The promotional element of the marketing mix plays an important role in communicating the marketing organisation's offerings to target markets. Effective communication with target markets is essential for marketing success. This course focuses on the development of an integrated marketing communications program that involves selecting the appropriate elements of the promotional mix and integrating those elements in order to achieve a consistent and compelling message. The high cost of promotional activities emphasises the importance of effective promotional planning.

Synopsis

This course addresses the promotional elements of the marketing mix. The focus is upon developing an integrated marketing communication mix which presents a clear and consistent message to the marketing organisation's customer base. The various elements in the integrated marketing communications mix including advertising, sales promotion, public relations, personal selling, direct marketing, and internet marketing are examined. In this course, you will learn how to develop and evaluate promotional plans including source, message and media elements. This course builds on the knowledge acquired in MKT1001 Introduction to Marketing and MKT1002 Consumer Behaviour.

Objectives

On successful completion of this course students should be able to:

  1. understand and apply promotion principles to national and global organisations, with discussion of key decision areas and implications for relevant stakeholders
  2. identify and explore 'real-world' promotion issues or problems to formulate an opinion or judgement and offer possible solutions
  3. demonstrate ability to develop and evaluate promotion campaigns and identify potential marketing opportunities for creative innovation
  4. demonstrate effective communication by composing persuasive writing that communicates ideas, meaning and/or argument in a format that follows marketing conventions
  5. apply computer and technology skills required of a marketing professional, and engage in the use of the resources provided on UConnect to a professional standard
  6. demonstrate understanding and application of basic team work skills.

Topics

Description Weighting(%)
1. Introduction to integrated marketing communication 6.00
2. Consumer behaviour 7.00
3. Analysis of the communications process 10.00
4. Promotional objectives and budgeting 10.00
5. Source, message and channel factors 10.00
6. Creative strategy development and implementation 10.00
7. Media planning and role of the advertising agency 10.00
8. Media evaluation 10.00
9. Promotional mix elements 15.00
10. Promotional evaluation 5.00
11. Special topics and perspectives 7.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://bookshop.usq.edu.au/bookweb/subject.cgi?year=2012&sem=01&subject1=MKT2001)

Please contact us for alternative purchase options from USQ Bookshop. (https://bookshop.usq.edu.au/contact/)

  • Belch, GE & Belch, MA 2012, Advertising and promotion: an integrated marketing communications perspective, 9th edn, McGraw-Hill/Irwin, New York.
  • Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
  • Chitty, W, Barker, N & Shimp, TA 2008, Integrated marketing communications, 2nd edn, Thomson, South Melbourne, Victoria.
    (second Asia Pacific edition.)
  • Clow, KE & Baack, D 2010, Integrated advertising, promotion and marketing communications, 4th edn, Prentice Hall, Upper Saddle River, New Jersey.
  • Moriarty, S, Mitchell, N & Wells, W 2012, Advertising and IMC: principles and practices, 9th edn, Pearson/Prentice Hall, Upper Saddle River, New Jersey.
  • O'Guinn, TC, Allen, CT & Semenik, RJ 2009, Advertising and integrated brand promotion, 5th edn, South-Western Cengage Learning, Mason, Ohio.
  • Shimp, TA 2010, Advertising, promotion and other aspects of integrated marketing communications, 8th edn, South-Western Cengage Learning, Mason, Ohio.
  • There are a number of journals, periodicals, on-line sources and CD ROMs that you can access too - interrogation and use of these will help you to get valuable insights and knowledge - please use them! Contact the USQ Library for details.

Student workload requirements

Activity Hours
Lectures 30.00
Private Study 55.00
Report Writing 50.00
Tutorials 30.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
PORTFOLIO PART 1 - PRESENTATN 15 15 18 Apr 2012 (see note 1)
PORTFOLIO PART 2 100 25 16 May 2012
WORKSHOP ACTIVITIES 15 10 25 May 2012 (see note 2)
2-HOUR EXAMINATION 50 50 End S1 (see note 3)

NOTES
  1. Students will deliver an in-class presentation commencing week 5 in groups of 4 or 5 students. Groups will be allocated week 3.
  2. Activities are conducted throughout the semester in each workshop. If for legitimate reasons a student cannot attend workshops, the examiner must be contacted to discuss this assessment.
  3. The examination is scheduled to be held in the end-of-semester examination period. Students will be advised of the official examination date after the timetable has been finalised.

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    This is a CLOSED examination. Candidates are allowed to bring only writing and drawing instruments into the examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.

Assessment notes

  1. Assignments:
    (i) The due date for an assignment is the date by which a student must despatch the assignment to the USQ. External students must provide proof of postage on the due date with their assignment.

    (ii) Students must retain a copy of each item submitted for assessment. This must be produced within 24 hours if required by the examiner.

    (iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Applications for extensions should be in writing and must include supporting documentary evidence. Extensions are only granted in unforeseen and uncontrollable circumstances. The examiner shall consider all documentary evidence (including statement from a doctor, employer, counsellor or independent member of the community as appropriate) accompanying an application for extension and decide on the outcome. Length of extensions: Up to one week extension (five working days) may be granted if a signed statement with supporting documentation is sent with the assignment, proving that an unforeseen and uncontrollable circumstance caused the delay, for example unusual and unpredictable work or family commitments. If the signed statement and supporting documentation does not show that unforeseen and uncontrollable circumstances were present for the days claimed, then the normal reduction in marks for a late assignment of 5% per working day will apply. Extensions beyond one week are only granted in extreme circumstances because model answers may be distributed after this time. If you are likely to require an extension for a longer period than one week, you must contact the examiner for advice. In most cases, you will be required to complete an alternative make-up assignment. However, make-up assignments are only granted if you have passed all other pieces of assessment for the course.
    • Medical extensions: In the case of an application for extension for medical reasons, the documentation should include a statement from a doctor stating: the date the medical condition began or changed; how the condition affected the student's ability to study; when it became apparent that the student could not submit the assignment. As a rule, you may (depending on the number of days stated) be granted an extension for the number of working days covered on a medical certificate. In the case of a medical extension, you MUST STILL contact the examiner BEFORE the due date for submission.
    • Extensions for family/personal reasons: In the case of an application for extension for family/personal reasons, the documentation should include a statement from a doctor, counsellor or independent member of the community stating: the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to complete the assignment; when it became apparent that the student could not complete the assignment. In the case of an extension for family/personal reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
    • Extensions for employment-related reasons: In the case of an application for extension for employment-related reasons, the documentation should include a statement from the student's employer stating: the date the student's employment began or the conditions of employment changed; how this prevents the student from completing the assignment. In the case of an extension for employment-related reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted. ALL applications for ANY extensions MUST be made via e-mail and must reach the examiner BEFORE the due date of submission for the piece of assessment. Requests received on or after the due date of submission will NOT BE CONSIDERED.

    (iv) The examiner will normally only accept assessments that have been written, typed or printed on paper-based media.

    (v) Students who do not have regular access to postal services or who are otherwise disadvantaged by these regulations may be given special consideration. They MUST contact the examiner to negotiate such special arrangements BEFORE the due date of submission of the assessment item. (vii) In the event that a due date for an assignment falls on a local public holiday in their area, such as a show holiday, the due date for the assignment will be the next day. Students are to note on the assignment cover the date of the public holiday for the examiner’s convenience.

  2. Course weightings:
    Course weightings of topics should not be interpreted as applying to the number of marks allocated to questions testing those topics in an examination paper.

  3. Word count:
    Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices.

  4. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at http://www.usq.edu.au/library/referencing.

  5. Text books:
    It is the responsibility of the student to acquire a copy of the text book as soon as their enrolment in the course has been confirmed. Extensions will not be granted on the basis of the student not having a copy of the text, if the text is available from the USQ Bookshop.

  6. Deferred work:
    Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment or to sit for an examination at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. One of the following temporary grades may be awarded: IDS (Incomplete - Deferred Examination); IDM (Incomplete Deferred Make-up); IDB (Incomplete - Both Deferred Examination and Deferred Make-up).

  7. Make-up work:
    Students who have undertaken all of the required assessments in a course but who have failed to meet some of the specified objectives of a course within the normally prescribed time may be awarded the temporary grade: IM (Incomplete - Make up). An IM grade will only be awarded when, in the opinion of the examiner, a student will be able to achieve the remaining objectives of the course after a period of non directed personal study.

Other requirements

  1. Computer, e-mail and Internet access:
    Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.