Faculty of Business and Economics

Skip to content | Change text size

print version

Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedGippsland Second semester 2011 (Off-campus)
Coordinator(s)Dr Rowan Kennedy


This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.


The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the marketing communication strategies used to build brands
  2. understand and apply marketing communication functions
  3. analyse and apply the marketing communication processes as they apply to specific targets
  4. analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective
  5. determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.


Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities


Students must have passed one of MKW1120 or MKG1120 and one of MKW2402 or MKG2402 before undertaking this unit.


MKC3460, MKF3461, MKW2211, MKW2460