Faculty of Business and Economics

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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 First semester 2011 (DE-ONLINE)
Caulfield First semester 2011 (Evening)
Caulfield Second semester 2011 (DE-ONLINE)
Caulfield Second semester 2011 (Evening)
Coordinator(s)Associate Professor Tracey Dagger (Semester 1)


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:

  1. use a managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity
  2. construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives
  3. set a marketing communication budget and allocate resources to the communication elements within this budget
  4. provide relevant input towards creative and media strategy
  5. formulate management perspectives on marketing communication issues, present and discuss them.


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

Chief examiner(s)

Associate Professor Tracey Dagger (Semester 1)
Ms Irene Powell (Semester 2)

Contact hours

3 hours per week


MKX9160, MKX9550 or MBA9006