Area: | School of Marketing |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Seminar: | 1 x 3 Hours Weekly |
Prerequisite(s): | 10850 (v.4) Marketing 100 or any previous version
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Syllabus: | Deeper understanding of the role and function of strategic planning in marketing communications. Focuses in detail on market segmentation and positioning, brands and brand management, and the science of effective advertising. A substantial portion of the unit will concentrate on advertising research. |
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Unit Outcomes: | On successful completion of this unit students will have- Understanding of the strategic planning process. Used and designed research from an advertiser's perspective. Evaluated the soundness of information gathered by research. Evaluated the appropriateness of various research techniques for different informational needs. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
Unit References: | Boutlis, P. (2000). A theory of postmodern advertising. International Journal of Advertising. 19(1): 3-23. Vakratsas, D. and Ambler, T. (1999). How Advertising Works: What Do We Really Know?. Journal of Marketing. 63 (January):26-39. DeLorne, D.E. and Reid, L.N. (1999). Moviegoers Experiences and Interpretations of Brands in Films Revisited. Journal of Advertising. 28(2): 71-95. Naccarato, J.L. and Neuendorf, K.A. (1998). Content Analysis as a Predictive Methodology: Recall, Readership and Evaluations of Business-to-Business Print Advertising. Journal of Advertising Research. 38(3): 19-33. Al-Olayan, F.S. and Karande, K. (2000). A Content Analysis of Magazine Advertisements from the United States and the Arab World. Journal of Advertising. 29(3): 69-82. Aaker, J.L. (1997). Dimensions of Brand Personality. Journal of Marketing Research. 34 (August): 347-356. Stone, G., Besser, D. and Lewis, L.E. (2000). Recall, Liking and Creativity in TV Commercials: A New Approach. Journal of Advertising Research. 40(3): 7-18. Blair, M.H. (2000). An Empirical Investigation of Advertising Wearin and Wearout. Journal of Advertising Research. 40(6): 95-100. |
Unit Texts: | No prescribed texts. |
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Unit Assessment Breakdown: | Students must complete all of the following assessment items and achieve a final grade of at least 50% to pass the unit: Group Assignment 30%, Class Participation 20%, Final Examination 50%. This is done by grade/mark assessment. |
Field of Education: | 80500 Sales and Marketing (Narrow Grouping) | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
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Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Bentley Campus | Semester 2 | Y | | | | 2004 | Joondalup Campus | Semester 1 | Y | | | | 2004 | Joondalup Campus | Semester 2 | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 1A | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 3A | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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