Postgraduate - UnitMKF5926 - Integrated 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	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2015 (Off-campus) Caulfield First semester 2015 (On-campus split block of classes) Caulfield Second semester 2015 (Off-campus) Caulfield Second semester 2015 (Evening)
Coordinator(s)	Associate Professor Tracey Dagger (First semester); Dr Elizabeth Snuggs (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.

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)

Professor Tracey Danaher (First semester)
Dr Elizabeth Snuggs (Second semester)

Co-requisites

MKX9160, MKF5916, MKX9550, MKX5955, MBA5906 or MBA9006

Prohibitions

MKX9261