MMK738 - Integrated Marketing Communication

Unit details

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Year2018 unit information
Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Previously coded as:Nil
Unit chair:Michael Valos
Prerequisite:

Nil

Corequisite:Nil
Incompatible with: MPK712
Contact hours:

Campus: 1 x 3 hour seminar (livestreamed with recordings provided) per week

Cloud (Online): 1 x 3 hour seminar (livestreamed with recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week

Content

The aim of this unit is to apply the planning, executing and evaluating processes of the Integrated Marketing Communication (IMC) model to industry case studies (in both class and assignment). Students will develop skills in understanding and applying synergies between marketing communication tools such as advertising, sales promotion, public relations, digital and personal selling. This promotional tools need to be applied in an effective and efficient way to impact consumers. In addition, approaches to developing appropriate brand messages and achieving brand consistency through multiple media will be developed.

Assessment

Assessment 1 (Group of 3) - Written assignment/report (4000 words) - 40%

Examination (2 hours) - 60%

Unit Fee Information

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