Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2010 (Day)
Berwick Second semester 2010 (Day)
Gippsland Second semester 2010 (Day)
Gippsland Second semester 2010 (Off-campus)
Sunway First semester 2010 (Day)
Sunway Second semester 2010 (Day)
Peninsula Second semester 2010 (Day)
South Africa Second semester 2010 (Day)
Coordinator(s)Dr Fiona Newton


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.


The learning goals associated with 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 communications across a range of media vehicles.


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

Chief examiner(s)

Fiona Newton

Contact hours

3 hours class contact or equivalent per week


MKW1120 and MKW2402


the following three units: MKC3460, MKF3461, MKW2211