Monash University Handbooks 2008

MKF3461 - Marketing communication

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Ms Irene Powell

Offered

Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (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:

Assessment

Within semester assessment: 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

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