MKW2460

Integrated marketing communication (6 points)

(BUS)

Leader: Berwick: Mr Peter Scholem; Gippsland: Ms Rowan Kennedy: Malaysia: Ms Ghazala Khan

Offered:
Berwick First semester 2003 (Day)
Gippsland Second semester 2003 (Day)
Gippsland Second semester 2003 (OCL)
Hong Kong Second semester 2003 (OCL)
Malaysia Second semester 2003 (Day)
Peninsula Second semester 2003 (Day)
Perth Second semester 2003 (Day)
Singapore Second semester 2003 (OCL)
South Africa Second semester 2003 (Day)
Berwick First semester 2004 (Day)
Gippsland Second semester 2004 (Day)
Gippsland Second semester 2004 (OCL)
Hong Kong Second semester 2004 (OCL)
Malaysia Second semester 2004 (Day)
Peninsula Second semester 2004 (Day)
Perth Second semester 2004 (Day)
Singapore Second semester 2004 (OCL)
South Africa Second semester 2004 (Day)

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: On-Campus Team case study(two parts each 1500-2000 words):40% Oral presentation: 10% Examination (2 hours):50% Off-Campus Assignment 1:20% Assignment 2:30% Examination (2 hours):50%

Contact Hours: 2-hour lecture, 1-hour tutorial per week

Prerequisites: MKW1120 and MKW2402

Prohibitions: MKW2211