Integrated marketing communication
Lecturer to be advised
6 points * One 3-hour session per week * First, summer semester * Clayton * Prerequisite: MBA5310
Synopsis This subject is designed for students requiring an understanding of effectively managing the marketing communication mix. A strategic perspective is adopted emphasising the importance of integrating all of the components of marketing communication including advertising, personal selling, sales promotion, publicity-PR-lobbying, event marketing and direct marketing. The subject also covers the consumer and business decision-making processes within the context of developing marketing communication strategies.
Assessment Group-based assignment (3000 words): 30% * Major individual assignment/project (3500 words): 35% * Discussion papers/case studies (3500 words): 35%