MKX9261

Integrated marketing communication (6 points)

(BUS)

Leader: Ms Irene Powell

Offered:
Caulfield First semester 2003 (Evening)
Caulfield First semester 2003 (Flexible)
Caulfield Second semester 2003 (Evening)
Caulfield Second semester 2003 (Flexible)
Caulfield First semester 2004 (Evening)
Caulfield First semester 2004 (Flexible)
Caulfield Second semester 2004 (Evening)
Caulfield Second semester 2004 (Flexible)

Synopsis: The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals.

Assessment: Tutorial presentation: 10% + Major case study: 40% + Examination (2 hours): 50%

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

Prerequisites: MKX9160 and either MKF9110 or MBA9001 and MBA9008