This course introduces students to the process of developing and managing effective marketing communications. Central to the course is the idea of Integrated Marketing Communications (IMC) management. Specific topics include identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship and international advertising.

Communication activities represent an important part of most business activities. The subject Marketing Communication will provide students with techniques to improve the quality of their communications – from identifying the audience’s needs through to media planning and strategy.

Upon completion of this unit, the student should be able to: appreciate the ways that communication through advertising influences and persuades consumers; discuss the role of the advertising agency and its client relationships; identify advertisings place in the communications mix; discuss the role of the advertising agency and its client relationships; identify advertisings place in the communications mix; discuss the decisions which need to be made in budgeting and planning for promotion; research and prepare a profile of media habits for a given target market; set promotional objectives and identify their relationship with the strategic plan; indentify and discuss a range of creative strategies in advertising; understand integrated marketing communication decision making and planning; devise a simple IMC and media schedule

• Readings and Analysis 10%
• Workshop presentation 10%
• Communication plan 30%
• Research Essay 20%
• Exam 30%

All components of the above assessment are compulsory and must be submitted.  To achieve an automatic pass grade in this course you must obtain 50% or more as a scaled aggregate mark.

2 hour seminar, 1 hour workshop plus private study time.

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree

Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience). Additionally, it would be useful to have competence in the following software packages: MS Word, MS PowerPoint.

For further information please refer to the Course Website