MKF5641 - Advanced marketing communication - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Professor Peter Danaher

Unit guides



  • First semester 2017 (On-campus split block of classes)


The aim of this unit is to extend knowledge and understanding beyond that covered in introductory marketing communication theory, and to develop improved skills to apply this understanding to practical and challenging communication scenarios. In particular emphasis will be placed on critical analysis and insights gained from exposure to the literature and professional practice in marketing communication.


The learning goals associated with this unit are to:

  1. investigate and evaluate contemporary thinking, theory advances and practices in marketing communication and its constituent parts, including advertising, digital communication and so on, and their integration
  2. construct media management strategies through the analysis of media consumption and engagement behaviours
  3. compare metrics that are used to measure marketing communication strategies and elements
  4. devise structures and processes to ensure the creation of effective and efficient marketing communication.


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)


Students must have completed MKF5926 or MKF5917, OR be enrolled in course 4431 to undertake this unit.