MKF3461

Marketing communication

(BUS)

Ms Irene Powell

6 points + 2-hour lecture and 1-hour tutorial per week + First and second semester + Caulfield and Open Learning Australia + Prerequisites: MKF1120 or MKW1120 and MKF2111 or MKW2111

Synopsis: The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined promotional goals.

Assessment: Team case study (two parts, each 1500-2000 words): 40% + Oral presentation: 10% + Examination (2 hours): 50%