Faculty of Business and Economics

Skip to content | Change text size

print version

Monash University

Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2011 (Evening)
Coordinator(s)Professor Mike Ewing


The aim of this unit is to extend knowledge and understanding beyond that covered in introductory marketing communication theory, and to develop improved skills to apply this understanding to practical and challenging communication scenarios. In particular emphasis will be placed on critical analysis and insights gained from exposure to the literature and professional practice in marketing communication.


The learning goals associated with this unit are to:

  1. investigate and evaluate contemporary thinking, theory advances and practices in marketing communication and its constituent parts, including advertising, digital communication and so on, and their integration
  2. construct media management strategies through the analysis of media consumption and engagement behaviours
  3. compare metrics that are used to measure marketing communication strategies and elements
  4. devise structures and processes to ensure the creation of effective and efficient marketing communication.


Within Semester Assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Mike Ewing

Contact hours

3 hours per week


Students must have passed MKX9261 and one of the following: MBA9006, MKX9160 or MKX9550 before undertaking this unit. Students with an undergraduate major in marketing will need approval from the course director.