| CODE | MRK2503 | ||||||||
| TITLE | Advertising and Promotion | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | Study-unit Aims: The study-unit aims to provide a detailed overview of the advertising and promotion techniques used in the marketing industry. Learning Outcomes: Knowledge: By the end of the study-unit the student will have acquired an overview of the: 1. Basic Principles of Integrated Marketing Communications 2. Process of Segmentation, Targeting & Positioning 3. Communication Process: Source, Message & Channel Factors 4. Objectives for the Promotional Program 5. Creative Strategy 6. Media Planning and Strategy 7. Evaluation of Media: TV and Radio 8. Evaluation of Print Media 9. Support Media 10. Sales Promotion Skills: By the end of the study-unit the student will have acquired basic skills in segmenting market, developing promotional messages, media planning, evaluation and promotional strategy. Main Text/s and any supplementary readings: Main textbook: Belch, George E. and Michael A. Belch,(2011). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill/Irwin. Additional reading: Shimp, Terence, (2009). Integrated Marketing Communications in Advertising and Promotion, 8th edition, South Western College, International Edition. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Charlene Gauci Cohen |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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