Overview

This unit explores the development of marketing communication strategies to meet organisational objectives. In this unit you explore the principles and practices of marketing communication and learn how to apply a range of marketing communication functions and tools to address different marketing problems and opportunities. Given the applied nature of … For more content click the Read More button below.

Offerings

S2-01-PENINSULA-ON-CAMPUS

Contacts

Chief Examiner(s)

Dr Erica Brady

Learning outcomes

On successful completion of this unit, you should be able to:
1.

discuss the role of consumer integrated marketing communication in achieving organisational objectives

2.

identify and justify appropriate communication channels to reach different consumer audiences

3.

develop recommendations around appropriate media mixes to achieve campaign objectives for a specific target audience

4.

develop an appropriate consumer-focused integrated marketing communication plan for a specified audience

5.

develop recommendations around evaluating an IMC plan.

Teaching approach

Problem-based learning
Active learning

Assessment

1 - Within semester assessment
2 - Examination

Scheduled and non-scheduled teaching activities

Lectures
Tutorials

Workload requirements

Workload

Learning resources

Required resources