Availabilities:

Location Domestic International
Coffs Harbour Session 2 Session 2
Gold Coast Session 2 Session 2
Online Session 2 Session 2
Singapore - MDIS Session 2 Session 2,  2

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Intermediate

Pre-requisites

36 credit points in any SCU units AND MKT00075 - Marketing Principles

Anti-requisites

COM00104 Media Strategies

Unit aim

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: Marketing communications builds brands
Topic 2: Building brand relationships
Topic 3: Understanding customers
Topic 4: Planning marketing communications
Topic 5: Creating effective Advertising
Topic 6: Building positive public relations
Topic 7: Going direct: direct marketing and personal selling
Topic 8: Integrating digital marketing
Topic 9: Targeted sales promotion
Topic 10: Specialised strategies

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: 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 texts

  • McClean, K, 2013, Marketing Communications, 1st edn, McGraw Hill Custom text. ISBN: ISBN-10 1-12-184677-7 and ISBN-13 978-1-12-184677-7.
Prescribed texts may change in future teaching periods.