Marketing communication strategies
Mr Paul Gaskin
6 points
* One 2-hour lecture and one 1-hour tutorial per week
*
First, second semester
* Caulfield, in-house
* Prerequisite:
MKT9160
Objectives On completion of this subject students should be able to use a range of conceptual frameworks for the planning, integration and control of the communication process; determine the communication options for a brand or organisational communication program; construct realistic communication objectives; use a range of techniques to establish a communication budget; and specify methods of evaluation communication effectiveness.
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.
Assessment Team assignment (5000 words): 50%
* Examination (2
hours): 50%
Recommended texts
Belch G E and Belch M A Introduction to advertising and promotion 3rd edn, Irwin, 1994
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