MKC2460

Integrated marketing communication

(BUS)

Dr Mike Reid

6 points + Two 1-hour lectures and one 1-hour tutorial per week for 13-week semester + Second semester, Clayton + Prerequisite: MKC1200/MKC2200

Synopsis: This subject builds on MKC1200 by extending the issues relating to communication. Conceptual framework for the planning, integration and control of the communication process; determining the communication options available to organisations; developing realistic communication objectives for different types of marketing communication; budgeting and allocating resources to the communication elements within the budget. Evaluating the effectiveness of the marketing communication plan and the strategic use of the techniques of advertising, sales promotion, publicity/PR and personal selling, sponsorship, direct marketing and the use of communication in electronic commerce.

Assessment: Assignment 1 (individual report): 15% + Assignment 2 (case study): 25% + Tutorial presentations (2 x 5%): 10% + Examination: 50%