MKW2460 - Integrated marketing communication

Leader: Ms Fiona Newton

Offered

Berwick First semester 2007 (Day)
Berwick Second semester 2007 (Day)
Gippsland Second semester 2007 (Day)
Gippsland Second semester 2007 (Off-campus)
Hong Kong Second semester 2007 (Off-campus)
Malaysia Second semester 2007 (Day)
Peninsula Second semester 2007 (Day)
Singapore Second semester 2007 (Off-campus)
South Africa Second semester 2007 (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.

Objectives

The learning objectives of this unit are to:

• demonstrate a detailed understanding of the marketing communication strategies used to build brands;
• understand and apply marketing communication functions;
• analyse and apply the marketing communication processes as they apply to specific targets;
• analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective;
• determine and apply the processes associated with evaluating the effectiveness of marketing commutations across a range of media vehicles.

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