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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

Faculty/College

Faculty of Business, Law and Arts

Pre-requisites

MRKT1001 - 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

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

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:
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.

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

  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.

Prescribed texts

  • Belch, GE & Belch, MA, 2018, Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th edn, McGraw Hill Education, New York. ISBN: ISBN 978-1-259-54814-7.

  • Belch, GE & Belch, MA, 2018, Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th edn, McGraw Hill Education, New York. ISBN: ISBN 978-1-259-54814-7.
Prescribed texts may change in future teaching periods.