MKW2460

Integrated marketing communication

(BUS)

Berwick: Ms Judy Robertson; Gippsland: Ms Rowan Kennedy

6 points + 2-hour lecture, 1-hour tutorial per week + OCDL, approximately 12 hours per week + First semester Berwick + Second semester Gippsland, Malaysia, South Africa, Hong Kong, Singapore + Prerequisite: MKW1120, MKW2402

Synopsis: This subject is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The subject provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Subjects covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.

Assessment: Assignment one (2000 words): 15% + Assignment two (2000 words): 25% + Examination (3 hours): 60%