units
MKF3461
Faculty of Business and Economics
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.
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 | Caulfield First semester 2015 (Day) Caulfield Second semester 2015 (Day) |
| Coordinator(s) | Dr Elizabeth Snuggs |
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 the 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 effectiveness 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.
See also Unit timetable information
Chief examiner(s)
Prerequisites
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