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Marketing Communications (BUSA90248)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90248
Campus
Parkville
Availability(Quotas apply)
April
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

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
BUSA90480 Leadership
Summer Term
March
March
June
September
6.25
BUSA90481 Social Responsibility and Ethics
Summer Term
April
April
June
September
6.25
BUSA90060 Data Analysis
January
January
April
July
September
12.5
BUSA90193 Managerial Economics
January
April
July
September
12.5
BUSA90224 Managing People
January
June
July
September
12.5
BUSA90227 Operations
January
April
July
September
12.5
BUSA90243 Marketing
January
April
April
September
12.5
BUSA90001 Financial Accounting
January
January
July
September
12.5
BUSA90093 Financial Management
January
April
April
July
12.5
BUSA90074 Global Business Economics
April
July
September
12.5
BUSA90026 Business Strategy
January
April
September
12.5

Corequisites

None

Non-allowed subjects

None

Core participation requirements

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home

Assessment

Description

  • Contribution to class learning (10%)
    • Attendance at lectures and workshops, instructor evaluation of contribution to class learning
    • Throughout subject
  • 9 case preparations and discussions (5%)
    • 100 words each
    • Throughout subject
  • Syndicate assignment (20%)
    • Equivalent to individual 1100-word assessment
    • Week 9
  • Syndicate presentation (5%)
    • Equivalent to individual 500-word assessment
    • Week 9
  • Final examination (60%)
    • Hurdle requirement
    • 2 hours
    • End of subject

Quotas apply to this subject

Dates & times

  • April
    Mode of deliveryOn Campus — Parkville
    Contact hours30 hours
    Pre teaching start date 1 April 2019
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period 8 April 2019 to 13 June 2019
    Last self-enrol date 3 February 2019
    Census date23 April 2019
    Last date to withdraw without fail24 May 2019
    Assessment period ends20 June 2019

    April contact information

    Melbourne Business School

    Degree Program Services

    Email: programservices@mbs.edu

Additional delivery details

This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator

This subject is a quota subject and places are limited. Students may provisionally enrol via the Student Portal, but places are not guaranteed until selection is completed. You will be notified in writing by the Student Centre if you are selected.

The students will be selected on the first come, first served basis. If any student is approaching the course completion date, s/he will get priority in enrolment.

Further information

Last updated: 3 April 2019