MKF3461 - Marketing communication

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Overview

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined communication goals. In particular, you will … For more content click the Read More button below.

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined communication goals. In particular, you will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Offerings

S1-01-CAULFIELD-ON-CAMPUS

S2-01-CAULFIELD-ON-CAMPUS

Requisites

Prohibition

Prerequisite

Contacts

Chief Examiner(s)

Dr Jiemiao Chen

Teaching approach

Online learning

Assessment

1 - Within semester assessment

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

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.

Learning resources

Required resources