MKX9261

Marketing communication strategies

Mr Paul Gaskin

6 points · One 2-hour lecture and one 1-hour tutorial per week · First and second semester · Caulfield, Peninsula and Open Learning Australia · Prerequisites: MKF9110, MKX9160

Objectives On completion of this subject students should be able to use a range of conceptual frameworks for the planning, integration and control of the communication process; determine the communication options for a brand or organisational communication program; construct realistic communication objectives; use a range of techniques to establish a communication budget; and specify methods of evaluation communication effectiveness.

Synopsis The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals.

Assessment Tutorial presentation: 10% · Major case study: 40% · Examination (2 hours): 50%

Prescribed texts

Rossiter J R and Percy L Advertising communications and promotion management 2nd edn, McGraw-Hill, 1997

Back to the 1999 Business and Economics Handbook