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MKT2001 Promotion Management

Semester 3, 2015 External Toowoomba
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise

Contents on this page


Examiner: Rangarirai Chimhundu
Moderator: Frances Woodside


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 //


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.


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.


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.


Description Weighting(%)
1. Introduction to integrated marketing communication 5.00
2. Consumer behaviour 10.00
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 20.00
10. Promotional evaluation 5.00

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). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • Belch, G & Belch, M 2015, Advertising and promotion, 10th edn, McGraw-Hill/Irwin, New York.

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 2011, Integrated marketing communications, 3rd edn, Cengage Learning, South Melbourne, Victoria.
    (third Asia Pacific edition.)
  • Clow, KE & Baack, D 2013, Integrated advertising, promotion and marketing communications, 6th edn, Prentice Hall, Paramus, USA.
  • Moriarty, S, Mitchell, N & Wells, W 2012, Advertising and IMC: principles and practices, 9th edn, Pearson Education, Upper Saddle River, New Jersey.
  • O'Guinn, TC, Allen, CT & Semenik, RJ 2011, Advertising and integrated brand promotion, 6th edn, South-Western Cengage Learning, Mason, Ohio.
  • Shimp, TA 2013, Advertising, promotion and other aspects of integrated marketing communications, 9th edn, South-Western Cengage Learning, Mason, Ohio.
  • Summers, J & Smith, B 2014, Communication skills handbook, 4th edn, John Wiley & Sons, Milton, Queensland.
  • 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
Directed Study 50.00
Private Study 65.00
Report Writing 50.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
TEAM ASSIGNMENT 25 25 21 Dec 2015 (see note 1)
PORTFOLIO 100 35 13 Jan 2016
2-HOUR EXAMINATION 40 40 End S3 (see note 2)

  1. Teams will be assigned after the last day to drop (4 December, 2015).
  2. The examination date will be available via UConnect when the official examination timetable has been released.

Important assessment information

  1. Attendance requirements:
    External/Online: If you are an international student in Australia, you are advised to attend all classes at your campus. For all other students, there are no attendance requirements for this course. However, it is the students' responsibility 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.

    On-campus: 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:
    Students should refer to the Assessment Procedure (point 4.2.4)

  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

Assessment notes

  1. 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 //