MKX5641 - Advanced marketing communication

Leader(s): Irene Powell

Offered

Not offered in 2009

Synopsis

The aim of this unit is to extend knowledge and understanding beyond that covered in introductory marketing communication theory, and to develop improved skills to apply this understanding to practical and challenging communication scenarios. In particular emphasis will be placed on critical analysis and insights gained from exposure to the literature and professional practice in marketing communication.

Objectives

The learning goals associated with this unit are to:

• investigate and evaluate contemporary thinking, theory advances and practices in marketing communication and its constituent parts, including advertising, digital communication and so on, and their integration
• construct media management strategies through the analysis of media consumption and engagement behaviours
• compare metrics that are used to measure marketing communication strategies and elements
• devise structures and processes to ensure the creation of effective and efficient marketing communication.

Assessment

Within Semester Assessment: 50%
Examination (2 hours): 50%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKX9261 or an undergraduate major in Marketing. If you have an undergraduate major in Marketing you will need to contact your course director for approval before enrolling in the unit.