Unit of Study MRKT2004 Marketing Communications (2024)

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Unit Snapshot

Unit type

UG Coursework Unit
Credit points

12
Faculty & College

Faculty of Business, Law and Arts
Placement

No

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
Gold Coast	Term2	Term2
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.

Teaching and assessment

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 Hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

Teaching method

Workshop 1 hour (Weekly)

Tutorial 2 hours (Weekly)

Assessment
Quiz	20%
Report	40%
Report	40%

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.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.

Fee paying courses
For postgraduate or undergraduate full-fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees.

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