units

MKF5641

Faculty of Business and Economics

18 September 2017 27 April 2024
Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2014 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
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (On-campus split block of classes)
Coordinator(s)Professor Peter Danaher

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 Peter Danaher

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Students must have completed MKX9261 or MKF5926, OR be enrolled in course 4431 to undertake this unit.

Prohibitions

MKX5641