units

MKF5926

Faculty of Business and Economics

18 September 2017 26 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 (Off-campus)
Caulfield First semester 2014 (On-campus split block of classes)
Caulfield Second semester 2014 (Off-campus)
Caulfield Second semester 2014 (Evening)
Coordinator(s)Associate Professor Tracey Dagger (First semester); Mr Peter Thompson(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:

  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.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Associate Professor Tracey Dagger (First semester)
Mr Peter Thompson (Second semester)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Co-requisites

MKX9160, MKF5916, MKX9550, MKX5955, MBA5906 or MBA9006

Prohibitions

MKX9261