Marketing communication strategies
Mr Paul Gaskin
6 points * One 2-hour lecture and one 1-hour tutorial per week * Second semester * Caulfield, In-house Prerequisite: MKT6160
Synopsis The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined promotional goals.
Assessment Team assignment (5000 words): 50% * Examination (2 hours): 50%
Recommended texts
Belch G E and Belch M A Introduction to advertising and promotion 2nd edition, Irwin, 1993