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Unit of Study MRKT2004 - Marketing Communications (2023)

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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

Module 1: Introduction to marketing communications

Module 2: Building brand relationships

Module 3: Planning for marketing communications

Module 4: Marcom Tools – Part 1: Advertising and public relations

Module 5: Marcom Tools – Part 2: Direct marketing and personal selling

Module 6: MarCom in the Digital World

Availabilities

Location Domestic International
Melbourne N/A
Term2
Online
Term2
Term2
Papua New Guinea - IBSU Port Moresby N/A
Term2
Perth N/A
Term2
Sydney N/A
Term2

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.

Prescribed learning resources

Prescribed Texts
  • Belch, GE & Belch, MA, 2021, Advertising and Promotion: An Integrated Marketing Communication Perspective, 12th Edition, McGraw Hill Education, New York. ISBN: ISBN13: 9781260259315.
Prescribed Resources/Equipment
  • No prescribed resources/equipment.

Prescribed Learning Resources may change in future Teaching Periods.