Integrated marketing communication
Associate Professor Peter Reed
6 points
* One 3-hour session per week
* First, summer semester
* Clayton
* Prerequisite: MBA5310
Objectives At the conclusion of this subject students will have an understanding of the underlying concepts and theories of marketing communication; appreciate the importance of developing and managing an effective integrated marketing communication program; be able to develop an integrated marketing communication strategic plan and to understand the processes and responsibilities involved in implementing, evaluating and controlling such a program; be aware of contemporary issues impacting on marketing communication decision making.
Synopsis This subject is designed for students requiring an understanding of effectively managing the marketing communication mix. A strategic perspective is adopted emphasising the importance of integrating all of the components of marketing communication including advertising, personal selling, sales promotion, publicity-PR-lobbying, event marketing and direct marketing. The subject also covers the consumer and business decision-making processes within the context of developing marketing communication strategies.
Assessment Major individual assignment/case study (3500 words): 35%
* Discussion papers/case studies: 25%
* Individual issues papers and
group colloquium: 30%
* Participation: 10%
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