MMK393 - Integrated Marketing Communications in the Digital Age
Unit details
| Year | 2017 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online Trimester 3: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit chair: | Alvin Lee (Trimester 1), Jeffrey Rotman (Trimester 3) |
| Prerequisite: | MMK101 or MMK277 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Contact hours: | Campus: 1 x 2 hour class, 1 x 1 hour seminar per week Cloud (Online): 1 x 2 hour class (recordings provided) + 1 hour online seminar (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 (Group of 3 students) - Written assignment (3200 words) - 40%
Examination (2 hours) - 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination
Unit Fee Information
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