MKC3460 - Marketing communication in the digital age

Overview

In an increasingly competitive market, effective marketing communication is vital for business growth. In this unit, you will learn about different marketing communication strategies and tools, with a particular focus on digital and social media communications. You will also learn how to evaluate the effectiveness of marketing communications and apply … For more content click the Read More button below.

In an increasingly competitive market, effective marketing communication is vital for business growth. In this unit, you will learn about different marketing communication strategies and tools, with a particular focus on digital and social media communications. You will also learn how to evaluate the effectiveness of marketing communications and apply data-driven decision making in their marketing communication decisions. Overall, you will develop an integrated marketing communication plan to address business objectives.

Offerings

S2-01-CLAYTON-ON-CAMPUS

Requisites

Prohibition

Prerequisite

Rules

Enrolment Rule

Contacts

Chief Examiner(s)

Dr Han Chen

Learning outcomes

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

develop an understanding of various marketing communication strategies and tools

demonstrate the strategic use of various marketing communication tools

formulate relevant and creative strategies on marketing communication campaigns to better engage customers and stakeholders

evaluate marketing communication strategies by analysing relevant data, and develop recommendations to maximise the effectiveness of marketing communications.

Teaching approach

Active 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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.