MKW2460

Integrated marketing communication ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Berwick/Gippsland: Ms Rowan Kennedy: Malaysia: Ms Ghazala Khan

Offered:
Berwick First semester 2005 (Day)
Gippsland Second semester 2005 (Day)
Gippsland Second semester 2005 (OCL)
Hong Kong Second semester 2005 (OCL)
Malaysia Second semester 2005 (Day)
Peninsula Second semester 2005 (Day)
Perth Second semester 2005 (Day)
Singapore Second semester 2005 (OCL)
South Africa Second semester 2005 (Day)

Synopsis: This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit 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. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.

Assessment: On Campus - Assignment(s): 50% + Examination (2 hours): 50% Off Campus - Assignment(s): 50% + Examination (2 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKW1120 and MKW2402

Prohibitions: MKW2211, MKF3461, MKW3461, MKF2331, MKC3460