MKX9261

Marketing communication strategies

(BUS)

Mr Paul Gaskin

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

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%