PPR4106*

Marketing for Visual Communication

3 points - One 2-hour seminar, plus independent study - First semester - Caulfield - Corequisites: VCO2401 - Elective

Objectives On successful completion of this subject, students should understand the role that marketing and incorporate strategy development plays in society; be able to identify all elements of the marketing mix, and the range of marketing tools; have a knowledge of consumer/buyer behaviour in consumer and business markets; understand the concept of social marketing as practiced by government agencies and not-for-profit organisations; develop an appreciation of the social responsibilities of marketers; understand the need of marketing organisations for graphic design services and their approaches to using these services; be able to appropriately apply graphic design techniques to meet specific marketing objectives.

Synopsis This subject gives students a complete theoretical understanding of the philosophy of marketing of modern advertising, including objective-setting and strategic development, with particular emphasis on segmentation positioning, concept development and creative strategy. Through a series of marketing projects which require solutions using marketing principles and graphic design skills, students develop a strong appreciation and understanding of the role that advertising, sales promotion, direct marketing, public relations and publicity play in the integrated marketing communication process.

Assessment Set projects and class presentations: 80% - Tests: 20%

Prescribed texts

To be advised

Back to the 1999 Art and Design Handbook