Undergraduate - UnitMKB3461 - Marketing communication

This unit entry is for students who completed this unit in 2015 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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Berwick First semester 2015 (Day)
Coordinator(s)	Mr Boris Kolar

Synopsis

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works; the institutions which participate in the process and practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Outcomes

The learning goals associated with this unit are to:

use a conceptual framework for the planning, integrating, control and effective evaluation of the marketing communication process for any brand
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 relevant ideas on communication issues, present and discuss them.

Assessment

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Stephen Saunders

Prerequisites

MKB2402