MKF3461 - Marketing communication

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

Learning outcomes

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

explain communication theories, processes and models

develop an integrated marketing communication plan using emerging technologies to assist achieving marketing objectives

evaluate contemporary issues in marketing communication using classic and emerging theories and terminologies.

Teaching approach

Active learning

Assessment

1 - Quiz / Test

2 - Exercise

3 - Written

4 - Written

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.

Learning resources

Required resources