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Unit of Study MKT10723 - Marketing Communications (2018)

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Unit Snapshot

  • Enrolment information

    It is strongly recommended that you have completed Marketing Principles or the equivalent unit prior to enrolling in this unit.

Unit description

Explores strategies used in marketing communications with an emphasis on branding. Topics cover the nature of today's modern marketing communication tools, including social media and examine their practical implementation for communication strategy decisions. Legal and ethical implications of communication strategies are considered and practical application of the principles form an essential part of assessment and learning activities.

Unit content

Topic 1: Introduction to marketing communications
Topic 2: Building brand relationships Part I
Topic 3: Building brand relationships Part II
Topic 4: Understanding customers
Topic 5: Planning for marketing communications
Topic 6: Creating effective advertising
Topic 7: Building positive public relations
Topic 8: Going direct: direct marketing and personal selling
Topic 9: Integrating websites and social media
Topic 10: Specialised strategies
Topic 11: Targeted sales promotion
Topic 12: Review

Availabilities

Location Domestic International
Gold Coast Session 1 Session 1
Melbourne N/A Session 1
Online Session 1 N/A
Papua New Guinea - IBSU Port Moresby N/A Session 1
Sydney N/A Session 1

Learning outcomes and graduate attributes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
Learning outcome count Learning outcome description GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 apply the principles involved in marketing communications
2 evaluate different marketing communication strategies and tactics
3 construct relevant marketing communication strategies and tactics for specific target markets
4 analyse the ethical and legal implications of marketing communications strategies
5 assess how branding supports marketing communications strategies.

On completion of this unit, students should be able to:

  1. apply the principles involved in marketing communications
    • GA4:
    • GA6:
  2. evaluate different marketing communication strategies and tactics
    • GA4:
    • GA6:
  3. construct relevant marketing communication strategies and tactics for specific target markets
    • GA2:
    • GA6:
  4. analyse the ethical and legal implications of marketing communications strategies
    • GA3:
    • GA4:
    • GA6:
  5. assess how branding supports marketing communications strategies.
    • GA6:

Prescribed learning resources

Prescribed Texts
  • No prescribed texts.

Prescribed Learning Resources may change in future Teaching Periods.