Promotional Communication: Advertising, Publicity and Marketing

In this course, students will 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 are required to demonstrate creative and critical thinking about promotional culture and its role in industry, government and the not-for-profit sector, and to 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.