PPR4106

Marketing for visual communication

3 points
* One 1-hour lecture, one 1-hour tutorial and 4 independent study hours per week
* First semester
* Caulfield
* Corequisites: VCO3402
* Elective

Objectives On successful completion of this subject, students should understand the role that marketing plays in society; be able to identify all elements of the marketing mix, and the range of marketing tools; have a knowledge of consumer/buyer behaviour in consumer and business markets; understand the concept of social marketing as practiced by government agencies and not-for-profit organisations; develop an appreciation of the social responsibilities of marketers; understand the need of marketing organisations for graphic design services and their approaches to using these services; be able to appropriately apply graphic design techniques to meet specific marketing objectives.

Synopsis This subject gives students a complete theoretical understanding of the practice of modern advertising, including objective-setting and strategic development, with particular emphasis on positioning, concept development and creative strategy. Through a series of marketing projects which require solutions using graphic design skills, students develop a strong appreciation and understanding of the role that sales promotion, direct marketing and public relations play in the integrated marketing communication process.

Assessment Marketing/design projects: 80%
* Class tests: 20%

Prescribed texts

To be advised