MKF3461 - Marketing communication

Leader: Ms Irene Powell

Offered

Caulfield First semester 2007 (Evening)
Caulfield Second semester 2007 (Day)

Synopsis

The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined promotional goals.

Objectives

The learning objectives of this unit are to:

• use a conceptual framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any brand;
• construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives;
• set a marketing communication budget and allocate resources to the communication elements within this budget;
• provide relevant input towards creative and media strategy;
• formulate relevant ideas on communication issues, present and discuss them.

Assessment

Assignment(s): 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120 and MKF2111 or MKW2111

Prohibitions

MKF2331, MKW3461, MKC3460, MKW2460, MKW2211