MMK738 - Integrated Marketing Communication
Unit details
Year | 2018 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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