| 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 | This study-unit introduces students to the fundamental concepts and techniques of advertising and promotion within the framework of integrated marketing communications (IMC). It explores the role of promotional activities in marketing strategy and examines how advertising, media planning, and sales promotion contribute to the achievement of communication objectives. The study-unit covers a range of topics including segmentation, targeting, and positioning; message development and creative strategy; the communication process; and media evaluation across traditional and digital platforms. Students will be exposed to both theoretical foundations and practical applications, equipping them with a broad understanding of how promotional efforts are designed, executed, and assessed in a business context. Study-unit Aims: The aim of this study-unit is to provide students with a structured understanding of the strategic and tactical use of advertising and promotion in marketing. It seeks to familiarise students with the integrated nature of marketing communications, highlighting how various promotional tools can be combined to support brand and organisational objectives. The study-unit also aims to develop students鈥� ability to critically analyse promotional messages, plan basic campaigns, and evaluate the effectiveness of media and creative strategies across different market segments. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Explain the core principles of integrated marketing communications and their application in promotional planning; - Describe the processes of market segmentation, targeting, and positioning in the context of promotional campaigns; - Identify the key elements of the communication process, including source, message, and media channels; - Outline the steps involved in setting objectives for a promotional programme; - Discuss the development of creative strategies and message design; - Summarise the fundamentals of media planning and the characteristics of various media types, including television, radio, print, and support media; - Recognise the role of sales promotion and its integration within broader promotional strategies. 2. Skills: By the end of the study-unit the student will be able to: - Apply segmentation, targeting, and positioning techniques to define a promotional audience; - Develop basic promotional messages tailored to specific marketing objectives; - Plan simple media strategies based on target audience and budget considerations; - Evaluate the suitability and effectiveness of different media types for specific campaign goals; - Design entry-level promotional plans that integrate multiple IMC tools in a cohesive strategy. Main Text/s and any supplementary readings: Main Texts: - 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 2025/6. It may be subject to change in subsequent years. |
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