MKW2460

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

Leader: Ms Rowan Kennedy: Berwick, Gippsland, Peninsula and South Africa: Ms Rowan Kennedy Ms Ghazala Khan: Malaysia

Offered:
Berwick First semester 2006 (Day)
Gippsland Second semester 2006 (Day)
Gippsland Second semester 2006 (OCL)
Hong Kong Second semester 2006 (OCL)
Malaysia Second semester 2006 (Day)
Peninsula Second semester 2006 (Day)
Singapore Second semester 2006 (OCL)
South Africa Second semester 2006 (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