MMK295 - Integrated Marketing Communications in the Digital Age

Unit details

Note: You are seeing the 2019 view of this unit information. These details may no longer be current. [Go to the current version]
Year:2019 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Trimester 1 Unit Chair:

Jeffrey Rotman

Trimester 3 Unit Chair:Virginia Weber
Prerequisite:

MMK101 or MMK277

Corequisite:Nil
Incompatible with:

Previously coded MMK393

Scheduled learning activities - campus:

1 x 2 hour class, 1 x 1 hour seminar per week

Scheduled learning activities - cloud (online):

1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week

Content

This unit offers an examination of promotion management as a key area of marketing decision-making. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media.  The unit looks in detail at the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these five promotional elements are coordinated to formulate an effective promotional strategy. Special emphasis is put on the integration of promotional tools and utilising each according to its respective strengths and weaknesses.

Assessment

Assessment 1- Written Assignment - 50%

  • Part A: Individual, 1000 words (15%)
  • Part B: Group of 3, 3000 words (35%)

Assessment 2- Written Reflection, 500 words- 10%

Examination, 2 hours- 40%

Hurdle requirement

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

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