MKC3460

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

Leader: Dr Mike Reid

Offered:
Clayton First semester 2006 (Day)

Synopsis: This unit 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(s): 50% + Examination (2 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKC1200 and MKC2110

Prohibitions: MKF3461, MKW3461, MKF2331, MKW2460, MKW2211