MKX9261 - Integrated marketing communication

Leader(s): Ms Irene Powell

Offered

Caulfield First semester 2009 (DE-ONLINE)
Caulfield First semester 2009 (Evening)
Caulfield Second semester 2009 (DE-ONLINE)
Caulfield Second semester 2009 (Evening)

Synopsis

The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals.

Objectives

The learning goals associated with this unit are to:

• use a managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity
• 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 management perspectives on marketing communication issues, present and discuss them.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKX9160 or MBA9006. Students enrolled in course 3802 have no prerequisites.

Co-requisites

Students must be enrolled in or have passed MKX9160 or MBA9006 to undertake this unit. Students enrolled in course 3802 have no co-requisites.