The two strands of the DNA are template and coding strands.Template strand is the one on which transcribed RNA is produced. The RNA is complimentary to it. Coding strand is similar to RNA produced excepting T instead of U and ribose sugars.The promoter will be present on the 3'-5' end of the template strand. The RNA polymerase binds to the promoter and moves over the transcription start site to start transcription. This is how it decides which is the template strand and coding strand.
Which ever strand the RNA polymerase binds, the enzyme moves over that strand and that is how th epromoter is deciding the coding and template strands.