Monash University Handbook 2010 Undergraduate - Unit

Synopsis

The primary aim of this unit is to explore the use of marketing communication 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 communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Objectives

The learning goals associated with 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

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

Chief examiner(s)

Irene Powell

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120 and MKF2111 or MKW2111

Prohibitions

MKC3460, MKW2211, MKW2460