Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (DE-ONLINE)
Caulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (DE-ONLINE)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Ms Irene Powell


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.


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.


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

Chief examiner(s)

Irene Powell

Contact hours

3 hours class contact or equivalent per week


MKX9160, MKX9550 or MBA9006