ALR310 - Marketing Communication
Unit details
| Year | 2017 unit information |
|---|---|
| Offering information: | *Warrnambool students to contact unit chair or school at scca-students@deakin.edu.au to enrol in this unit |
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), *Warrnambool, Cloud (online) Trimester 3: Burwood (Melbourne), Cloud (online) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit chair: | Trimester 2: Deirdre Quinn-Allan Trimester 3: Kristin Demetrious |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALA203, ALR410, ALR610, ALR710 |
| Contact hours: | Trimester 2 Campus mode: 1 x 1 hour Class per week, 1 x 1 hour Seminar per week Cloud (online): Learning experiences are via CloudDeakin
Trimester 3 Campus mode: 5 X 5 hour intensives over weeks 1, 3, 6, 8, 10 Cloud (online): Learning experiences are via CloudDeakin |
Content
This unit examines the theories and models of Integrated Marketing Communication and how they inform promotional activities to support strategic brand building, market positioning and customer-relationship management. This unit develops theoretical knowledge and applied skills for promotional planning from research through to evaluation. Specifically students will learn how to conduct situation analyses, develop objectives, and identify target markets and audiences and market positioning. Drawing on these elements, students will then learn how to develop and write communication, creative, media and promotional strategies for a promotional plan.
Assessment
Promotional Planning 800 word equivalent 20%
The Promotional Plan 2000 word equivalent 50%
Examination 2 hours 30%
Unit Fee Information
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