units

MKX5641

Faculty of Business and Economics

18 September 2017 20 April 2024
Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

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, or view unit timetables.

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2012 (Evening)
Coordinator(s)Professor Mike Ewing

Synopsis

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.

Outcomes

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.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Professor Mike Ewing

Contact hours

3 hours per week

Prerequisites

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.