MKF2020

Marketing for graphic design

Ms Rowan Bedggood

4 points · one 1-hour lecture and one 1-hour tutorial per week · Full-year subject · Caulfield

Objectives Upon successful completion of this subject students should have a sound theoretical understanding of the discipline of marketing, and be able to combine marketing principles with graphic design techniques to meet marketing objectives. Students will be able to identify elements of the marketing and communication mix, and develop an understanding of concept and strategy development. Students will fully appreciate and understand the role of graphic design in the marketing process and the importance of meeting both client and customer needs.

Synopsis In first semester, students are provided with a theoretical understanding of market segmentation, consumer behaviour, product and service development, and competitor and environmental analysis. In second semester, students develop an appreciation for positioning, advertising, creative strategy, and an understanding of the role that advertising, sales promotion, direct marketing and public relations play in the integrated communication process. Projects are designed to marry previously developed graphic design skills with newly learned marketing concepts.

Assessment Assignment (1000 words): 10% · Assignment (2000 words): 20% · Case study (3000-4000 words): 30% · Multiple-choice test: 15% · Short-answer test: 15% · Class presentations: 10%

Prescribed texts

Kotler, Chandler, Brown and Adam Marketing: Australia and New Zealand 4th edn, Prentice-Hall, 1998

Back to the 1999 Business and Economics Handbook