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MRKT19030 - Promotions Management

General Information

Unit Synopsis

This unit addresses the role played by promotion within the marketing mix. The five basic tools in the promotion mix - advertising, public relations, sales promotion, personal selling, and direct marketing - are explored individually and then how they are integrated into a promotional mix. This unit focuses on promotion from both a communication with target consumers and management perspective.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites Prerequisite: MRKT 11029 or MRKT 11028

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 3 - 2013

Term 1 - 2017 Profile
Brisbane
Distance
Melbourne
Rockhampton
Sydney
Term 1 - 2018 Profile
Brisbane
Distance
Melbourne
Rockhampton
Sydney
Term 1 - 2019 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2020 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2022 Profile
Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Written Assessment 50%
2. Examination 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2020 : The overall satisfaction for students in the last offering of this course was 3.8 (on a 5 point Likert scale), based on a 26.32% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Unit evaluation
Feedback
Reviewing the students’ qualitative comments in the unit evaluation suggests that the assessment descriptions are “too restrictive on their topics.”
Recommendation
This may require some attention in streamlining the task requirements or in offering an additional topic of choice, so students feel more comfortable with their chosen topic.
Action Taken
Greater flexibility for students was provided for Assessment 2 and 3. Students had the option of choosing from three topics. The third topic allowed students to choose their current place of work or a business they wish to start-up.
Source: Unit evaluation
Feedback
Some students would like to communicate with the unit coordinator through scheduled weekly Zoom workshops that address weekly learning activities and to spend time discussing assessments.
Recommendation
Offer weekly Zoom workshops to address the weekly leaning activities and to discuss assessments. All Zoom sessions should be recorded and uploaded within 24 hours to unit Moodle site for the benefit of those students who cannot participate.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students were receptive to the provision of assessment guidelines, marking rubrics, mark sheets and exemplars.
Recommendation
Provide students with additional assessment support in the form of assessment guidelines, marking rubrics, mark sheets and exemplars available through the unit Moodle site.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. explain the concept of integrated marketing communication and examine how this co-ordinates the various elements of the promotional mix
  2. discuss and critique the advertising media used in promotions management
  3. evaluate the current trends, theories and frameworks of advertising and promotions management in a variety of marketing conditions, noting and discussing ethical issues
  4. describe and explain the full range of modern promotional tools and how they are integrated into the promotional program
  5. assess the skills required for the development of a creative strategy in advertising, examining the various creative approaches, appeals and executions by advertisers
  6. analyse and develop the major elements of a promotional plan, including: goals, objectives, media planning and strategy, sales and promotions budgets and evaluation.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Written Assessment
2 - Examination
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5 6
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Written Assessment
2 - Examination