Postgraduate - UnitMKX9261 - Integrated marketing communication

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.

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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.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (DE-ONLINE) Caulfield First semester 2012 (Evening) Caulfield Second semester 2012 (DE-ONLINE) Caulfield Second semester 2012 (Evening)
Coordinator(s)	Ms Irene Powell (First Semester);Associate Professor Tracey Dagger (Second Semester)

Synopsis

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.

Outcomes

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.