units

MKF3461

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2013 (Evening)
Berwick Second semester 2013 (Day)
Caulfield Second semester 2013 (Day)
Coordinator(s)Mr Paul Murphy

Synopsis

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, students 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.

Outcomes

The learning goals associated with this unit are to:

  1. use a conceptual framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any brand
  2. construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives
  3. set a marketing communication budget and allocate resources to the communication elements within this budget
  4. provide relevant input towards creative and media strategy
  5. formulate relevant ideas on communication issues, present and discuss them.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites

Prohibitions

MKC3460, MKG2460, MKW2211, MKW2460