James Cook University Subject Handbook - 2020

BX2082 - Advertising, Promotions and Market Communications

Subject Description

This subject examines the use of a range of communication styles, types and mediums commonly encountered by marketing professionals. The subject is approached from an Integrated Marketing Communications perspective and supports students to develop practical skills through industry-based assessments. The subject focuses on: reputational management and public relations which are critical in digital and social media; promotional strategies that are linked to content, timing and price sensitivities; and drafting corporate communications suited to an organisation's strategies and goals. Students will develop 'work-ready' skills suited to graduate positions that require an extended marketing skill set commonly requested by small to medium sized organisations.

Learning Outcomes

• appraise strategies to build effective advertising campaigns
• evaluate the different styles of communications and develop strategies to effectively communicate with the market
• create promotional strategies that demonstrate theoretical understanding of the importance of content, timing and price sensitivity

Subject Assessment

• Group - (20%)
• Group - (30%)
• Individual - (50%)

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Inadmissible Subject Combinations:  MG3705 MG2705

Availabilities