UO Promotional Communication: Advertising, Publicity and Marketing

Undergraduate | 2026

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Area/Catalogue
COMM 3004
Course ID icon
Course ID
203271
Level of study
Level of study
Undergraduate
Unit value icon
Unit value
6
Course level icon
Course level
3
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
Yes
University-wide elective icon
University-wide elective course
Yes
Single course enrollment
Single course enrolment
Yes
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Note:
Course data is interim and subject to change

Course overview

The aim of this course is to study the complexity and nuances of the development, purpose and use of promotional activities in contemporary society through the promotion of products, services and information and the diverse range of approaches, techniques and methods employed, with a particular emphasis on advertising. Students will build on previous courses to develop knowledge of theoretical and applied approaches to the use and production of promotional activities in contemporary society. The practices and processes of promotional activity in diverse organisations are examined using historical and contemporary case studies. Students will demonstrate creative and critical thinking about promotional culture and its role in industry, government and the not-for-profit sector, and exhibit creativity and originality in the production of promotional material. Students will relate promotional activities to the application of communication media technology in its changing forms. In developing advanced understanding of promotional industries, including advertising, publicity and marketing, students are required to use theoretical approaches to critique and evaluate promotional events and campaigns ranging from product launches and publicity events in the creative industries, to national election campaigns and large-scale health promotion and education campaigns.

Course learning outcomes

  • explain how promotional texts are constructed to position or influence audiences
  • apply textual analysis techniques to a range of promotional materials used in industry, government and non-profit campaigns
  • evaluate the effectiveness of promotional campaigns in reaching audiences by analysing creative elements and media strategies

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A