MKC2460

Integrated marketing communication (6 points)

(BUS)

Leader: Dr Mike Reid

Offered:
Clayton Second semester 2003 (Day)
Clayton First semester 2004 (Day)

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%

Prerequisites: MKC1200 or MKC2200 and MKC2110