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
Requisites
Prohibition
Prerequisite
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