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Faculty of Creative Industries and Business
Department of Management and Marketing
Bachelor of Business
Course Handbook
BSNS 5373
Advertising and Promotion
Lecturer:
Mary Lim
Office:
Oakridge House – 054-2012
Phone:
09 815 4321 Ex 7378
Email:
mlim@unitec.ac.nz
UNITEC Institute of Technology | Department of Management and Marketing
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1.
Course Contacts
Mary gained her Master of Business degree from Unitec Institute of Technology, with a
marketing emphasis. Her research topic was an exploratory study on the nature of Not-forProfit Marketing from a Service-Dominant Logic perspective, based on 18 New Zealand Notfor-Profit organisations. A conference paper based on her research was accepted for the
ANZMAC 2011 Conference in Perth, before her Masters studies were completed. Mary’s
keen interest in marketing stemmed from her 22 years’ of involvement in the advertising
industry in Malaysia, starting off as a copywriter, and gaining experience in account
management, media planning, agency management, market research, and strategic
planning. Her brand experiences included brands such as Caltex, Siemens, L’Oreal, Nestle,
Canon, Ricoh, Mercedes Benz, DBS Bank of Singapore, KFC (Malaysia), and New Zealand
Milk. Kiwi business projects include Onehunga Business Association, Walsh Trust,
HeartSaver, BeIntent, and Doggie HQ, among several other not-for-profit brands. Now a
naturalised New Zealander, her key strength is in qualitative research approaches, although
she enjoys number crunching and quantitative analysis.
Market research continues to be her passion, and she continues to work with New Zealand
businesses and brands, incorporating them into Project Based Learning (PBL) and actionresearch approaches for the courses that she teaches. She is currently pursuing the
Postgraduate Certificate in Applied Practice at Mindlab Unitec.
Mary Lim
Office:
Phone:
Email:
054-2012 (Level 2, Oakridge House [Building 54])
815 4321 Extension 7378
mlim@unitec.ac.nz
For an appointment please email or phone at least 24 hours in advance and all efforts
will be made to accommodate any request for an appointment. Please be aware that should
you elect to “drop in” for an appointment, if the lecturer is busy with other duties, an
appointment may not be appropriate or possible. In these instances, no offence is intended.
You are encouraged to make an appointment by phone or email to avoid this possible
occurrence – all requests for an appointment will be confirmed prior to any appointment.
NB: Please DO use proper English, as text language such as LOL, ROTFL are deemed
as inappropriate.
2.
Research Interests
1. Not-for-Profit Marketing.
2. Service-Dominant Logic.
3. The value of non-market work.
4. Branding, Brand Relationship.
5. Consumer Behaviour.
6. Services Marketing.
7. Social Marketing.
8. Marketing Research and Strategies.
9. Resources Marketing.
10. Relationship Marketing.
11. Contemporary Marketing Theory and Practice.
12. Knowledge Management.
13. Big data
UNITEC Institute of Technology | Department of Management and Marketing
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Course Descriptor:
COURSE TITLE: ADVERTISING AND PROMOTION
Course number: BSNS 5373
Level: 5
Credits: 15
Main programme: Bachelor of Business
Pre-requisites:
None
Co-requisites:
None
Restrictions:
None
Compulsory/elective: BBus Marketing: Compulsory
GDipBus Marketing: Elective
GDipBus Sales Management: Elective
Learning time:
Lecturer contact hours
39
Non-contact hours
111
Total hours
150
Course aim:

To enable students to identify the foundational knowledge in the discipline of
Advertising and Promotions in a marketing environment
To enable students to acknowledge and define the role and relationship of advertising
in business and society, and the global effect that advertising has on business, industry
and national economies
To help students recognise advertising and promotion strategies as an integral part of
marketing strategy in business
To introduce students to the processes, roles, and operations in advertising agencies



Learning outcomes:
1.
To identify the relationships between advertising and promotion and society, from
an economic, business, social and cultural perspective.
2.
To identify the function of advertising and promotion as an integral part of the
marketing mix.
3.
To demonstrate the role of market information and its importance to advertising
and promotion strategies formulation in marketing communication.
4.
To demonstrate a clear knowledge of an advertising agency’s role, processes, and
operations.
5.
To develop the foundational knowledge to assess and evaluate an advertising
agency’s services and products, and engage with businesses for employment
opportunities in this service sector.
UNITEC Institute of Technology | Department of Management and Marketing
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TOPICS/CONTENT OUTLINE:
Yr Wk/
Week
10/1
11/2
12/3
Class Date
Topic
Learning
Outcome/
Assessment Event
2 Mar 2015
Content:
1. Course outline, housekeeping – academic
integrity, Moodle
2. What is advertising?
3. Advertising – history, evolution, from 1920 till
today, types and forms of advertising, scope:
local and global – a preview
Activity:
1. Introduction – Ice breaker: What does
success look like? Blog for Week 1
2. Setting up Wordpress blog, and invite three
friends and lecturer to follow.
3. Respond to comments made by followers
4. Go through slides on ‘History and evolution of
advertising’ for Week 2 quiz.
5. Explore CourseNotes and Blackboard
Collaborate
LO 1, 2, 3, 4, 5
Start Assignment 1
this week!
9 Mar 2015
Blog: The role of technology in Ad&Promo of
(year chosen by Group)
Content:
1. History and evolution of advertising
2. Brands and communication – Film clips
Activity
1. Introduction to CourseNotes and Blackboard
Collaborate
2. Quiz – Kahoot!
3. Back in Time – ad concept; group activity
4. Blog.
LO 1, 2
16 Mar 2015
Blog: My view on the role of ethics in advertising
Content:
1. Is advertising ethical? Advertising as a
marketing tool and its role in influencing
consumer behaviour – locally and globally;
social enterprise, socially responsible
advertising, creating WANTS instead of
VALUE.
Activity:
1. Quiz
2. Mystery Box
3. Posting outcomes of Mystery Box on Moodle
LO 1
UNITEC Institute of Technology | Department of Management and Marketing
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Yr Wk/
Week
13/4
Class Date
23 Mar 2015
14/5
30 Mar 2015
15/6
6 April 2015
16/7
13 April 2015
17/8
20 April 2015
Mid-
27 April 2015
Topic
Blog: What did I learn about customer
segmentation this week?
Content:
1. Segmentation
2. Consumer/buyer behaviour – why people buy
Activity:
1. Profiling! The UnCriminal Mind
2. Powtoon! Garage band, iMedia and many
more!
Blog: Reviving old/dying/dead brands using
digital tools to obtain market information
Content:
1. Market research – as a tool and as a
profession
2. Tools used, approaches and methodology
3. Questionnaire construction
Activity:
1. SurveyPro
2. Old, dying and dead? Why?
Blog: What are the insights that I have gained
from my brand?
Easter Monday – no lectures in class, but the
week’s content and activities will be posted.
Content:
1. Role of insights in advertising strategies
2. Engaging the consumer – relationship
building: using market information, and
segmentation strategies.
Activity:
1. A critical and creative look at insights and
converting them into advertising and
promotion opportunities.
Blog: Technology and its influence on media
strategies – my learning experience this week
Content:
1. Guest lecture – Digital media trends
Activity:
1. Media strategy for my old, dead and dying
brand – google docs
Blog: Using promotions to attract customers to
my brand
Content:
1. Promotions in the digital era
Activity:
2. Open Pantry – build your own promo item
Learning
Outcome/
Assessment Event
LO 1, 2
Assignment 2 due
on Friday, 27
March 2015,
11.59pm
LO 3, 4, 5
(Start work on
Assignment 3a/1;
complete by
Weeks 7/8 to
enable Progress
into 3a/2.)
LO 1, 2, 3, 4
LO 1, 2, 3, 4, 5
LO 1, 2, 3, 4, 5
UNITEC Institute of Technology | Department of Management and Marketing
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Semester
Break
4 May 2015
Blog: Is there a role for me in the advertising
and promotion industry?
Content:
1. Working in an advertising
agency/environment – guest lecture
Activity:
1. Selecting your brand’s Ad Agency
Blog: What IS creativity?
Content:
1. Guest speaker(s) – Behold the Creative Team!
Activity:
1. Briefing the Ad agency
2. Brainstorming the creatives
Blog: Should small businesses engage in
advertising and promotions to grow their
business?
Content and Activity:
1. How to grow the client’s brand?
2. Ad & Promo strategies that will work
Blog: Working with a new client/team – how
does it affect team dynamics?
Content:
No Lectures – Queen’s Birthday
Teams are encouraged to continue the online or
Face2Face collaboration for the Final Pitch!
Blog: Working on an advertising and promotion
plan
Content & Activity:
1. Great creative ideas
Teams are to use the class time to continue with
the crafting and fine-tuning of the ad and
promo plan.
Blog: D-Day! THE PITCH!
Activity:
1. Make-up class for Week 13 – Each team will
present the advertising and promotion plan
to their ‘Client’ and a panel of judges.
20/9
11 May 2015
21/10
18 May 2015
22/11
25 May 2015
23/12
1 June 2015
24/13
8 June 2015
25/14
15 June 2015
26/15
22 June 2015
Exam Week 1
27/16
29 June 2015
Exam Week 2
LO 4,5
Assignments 3a/1
and 3a/2 due
Friday, 15 May
2015 at 11.59pm
LO 1, 2, 3, 4, 5
LO 1, 2, 3, 4, 5
LO 4,5
LO 4, 5
Presentation
Assignment 3b
UNITEC Institute of Technology | Department of Management and Marketing