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Unit of Study MRKT2004 - Marketing Communications (2021)

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Unit Snapshot

  • Pre-requisites

    MKT00075 Marketing Principles

  • Anti-requisites

    COM00104 Media Strategies

  • 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
Session1
Session1
Melbourne N/A
Session1
Online
Session1
Session1
Perth N/A
Session1
Sydney N/A
Session1

Learning outcomes

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:

apply the principles involved in marketing communications

evaluate different marketing communication strategies and tactics

construct relevant marketing communication strategies and tactics for specific target markets

analyse the ethical and legal implications of marketing communications strategies

assess how branding supports marketing communications strategies.

Prescribed learning resources

Prescribed Texts
  • No prescribed texts.

Prescribed Learning Resources may change in future Teaching Periods.