units

MKF5926

Faculty of Business and Economics

18 September 2017 24 November 2024

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This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Mr Terry Grant

Offered

Caulfield

  • First semester 2016 (Off-campus)
  • Second semester 2016 (Evening)

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%

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)

Dr Stephen Saunders

Co-requisites

MKX9160, MKF5916, MKX9550, MKX5955, MBA5906 or MBA9006

Prohibitions

MKX9261