Marketing Communications (BUSA90248)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability(Quotas apply)
January
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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: 8 November 2024

Eligibility and requirements

Prerequisites

Prerequisites


87.5 credit points from

Code Name Teaching period Credit Points
BUSA90480 Leadership
September (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
 6.25
BUSA90481 Managerial Ethics & Business Environment
April (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
 6.25
BUSA90060 Data Analysis
January (On Campus - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90224 Managing People
April (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
 12.5
BUSA90093 Finance
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90193 Managerial Economics
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90001 Financial Accounting
September (On Campus - Parkville)
April (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
 12.5
BUSA90243 Marketing
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90482 General Management 1
September (On Campus - Parkville)
 62.5
BUSA90483 General Management 2
January (On Campus - Parkville)
 43.75

AND


25 credit points from

Code Name Teaching period Credit Points
BUSA90026 Business Strategy
July (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
 12.5
BUSA90227 Operations
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
 12.5

AND

Note: BUSA90026 and BUSA90227 are concurrent pre-requisite.

Corequisites

None

Non-allowed subjects

None

Inherent requirements (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

Last updated: 8 November 2024

Assessment

DescriptionTimingPercentage

Contribution to class learning: Attendance at lectures and workshops, instructor evaluation of contribution to class learning

Throughout the teaching period15%

Syndicate assignment

  • 2500 words (equivalent)
Week 935%

Final examination

  • 2 hours
Hurdle requirement: Students are required to pass the exam to pass the subject		End of the teaching period50%

Last updated: 8 November 2024

Quotas apply to this subject

Dates & times

  • January
    Mode of deliveryOn Campus (Parkville)
    Contact hours
    Total time commitment170 hours
    Pre teaching start date 8 January 2024
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during the pre-teaching period
    Teaching period15 January 2024 to 22 March 2024
    Last self-enrol date10 December 2023
    Census date 2 February 2024
    Last date to withdraw without fail 1 March 2024
    Assessment period ends29 March 2024

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.

Last updated: 8 November 2024

Further information

Last updated: 8 November 2024