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Marketing Communications (BUSA90248)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90248
Availability(Quotas apply)
FeesSubject EFTSL, Level, Discipline & Census Date

In this course we will explore what leading firms are doing in response to changes impacting on the discipline of marketing communications. To this end, we will consider the main concepts, tools & techniques of contemporary marketing communications. We will focus on the design & implementation of effective marketing communications campaigns. We will also consider the issues that arise in planning, implementing & controlling communications strategies across multiple media: print & broadcast advertising, PR, direct, online & other electronic channels.

Intended learning outcomes

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

  • Articulate the roles of advertising, sales promotion, personal selling and publicity in the promotion mix
  • Recognize the importance of integrating promotional efforts with other marketing mix decisions
  • Recognize the procedural steps to follow in developing promotional campaigns measure promotional effectiveness
  • Assess the marketing manager's role in planning, implementing, and evaluating marketing communication
  • Select appropriate strategies to communicate with customers
  • Craft a brand-centric, integrated marketing communications campaign
  • Choose relevant persuasion techniques processes & managerial frameworks of marketing communications

Last updated: 4 July 2019