Monash University > Publications > Handbooks > Units

Undergraduate - UnitMKF3461 - Marketing communication

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, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Evening) Berwick Second semester 2013 (Day) Caulfield Second semester 2013 (Day)
Coordinator(s)	Ms Irene Powell

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:

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