Postgraduate - UnitMKX9261 - Integrated marketing communication

This unit entry is for students who completed this unit in 2013 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

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Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Off-campus) Caulfield First semester 2013 (Evening) Caulfield Second semester 2013 (Off-campus) Caulfield Second semester 2013 (Evening)
Coordinator(s)	Associate Professor Tracey Dagger (First Semester); Mr Paul Murphy (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.