| Type: | Postgraduate Subject |
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| Code: | MKTG71-302 |
| EFTSL: | 0.125 |
| Faculty: | Bond Business School |
| Semesters offered: |
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| Credit: | 10 |
| Study areas: |
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| Subject fees: |
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Description
Successful marketing requires the capacity to inform and persuade consumers. This subject is an in-depth examination of the various promotional tools used in marketing. Promotion is a key element of the marketing mix and includes topics such as advertising, personal selling, sales promotion, direct marketing, social media/internet marketing, and public relations. Particular emphasis in this subject is placed on both micro (i.e., detail of developing promotional efforts) and macro (i.e., strategic) issues associated with promotional design and planning.
Subject details
Learning outcomes
- Explain the purpose of integrated marketing communications (IMC), interpreting and relating key principles and challenges facing practitioners in developing and implementing IMC strategies.
- Apply integrated creative strategies for a brand’s IMC campaign that address the target market of the brand, the marketing environment, and the brand’s communication objectives.
- Critically evaluate the communication channels available for a brand IMC campaign, and explain the likely impacts on the target audience and the needs of relevant stakeholders.
- Deliver a logically constructed, persuasive presentation of your IMC strategy tailored to a professional audience.
- Communicate IMC analyses and recommendations in a clear, concise writing style tailored to a professional audience.
Enrolment requirements
| Requisites: |
Nil |
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| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
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| Restrictions: |
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Subject dates
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January 2024
Standard Offering Enrolment opens: 12/11/2023 Semester start: 15/01/2024 Subject start: 15/01/2024 Cancellation 1: 29/01/2024 Cancellation 2: 05/02/2024 Last enrolment: 28/01/2024 Withdraw - Financial: 10/02/2024 Withdraw - Academic: 02/03/2024 Teaching census: 09/02/2024 -
May 2024
Standard Offering Enrolment opens: 17/03/2024 Semester start: 13/05/2024 Subject start: 13/05/2024 Cancellation 1: 27/05/2024 Cancellation 2: 03/06/2024 Last enrolment: 26/05/2024 Withdraw - Financial: 08/06/2024 Withdraw - Academic: 29/06/2024 Teaching census: 07/06/2024 -
January 2025
Standard Offering Enrolment opens: 10/11/2024 Semester start: 20/01/2025 Subject start: 20/01/2025 Cancellation 1: 03/02/2025 Cancellation 2: 10/02/2025 Last enrolment: 02/02/2025 Withdraw - Financial: 15/02/2025 Withdraw - Academic: 08/03/2025 Teaching census: 14/02/2025
| Standard Offering | |
|---|---|
| Enrolment opens: | 12/11/2023 |
| Semester start: | 15/01/2024 |
| Subject start: | 15/01/2024 |
| Cancellation 1: | 29/01/2024 |
| Cancellation 2: | 05/02/2024 |
| Last enrolment: | 28/01/2024 |
| Withdraw - Financial: | 10/02/2024 |
| Withdraw - Academic: | 02/03/2024 |
| Teaching census: | 09/02/2024 |
| Standard Offering | |
|---|---|
| Enrolment opens: | 17/03/2024 |
| Semester start: | 13/05/2024 |
| Subject start: | 13/05/2024 |
| Cancellation 1: | 27/05/2024 |
| Cancellation 2: | 03/06/2024 |
| Last enrolment: | 26/05/2024 |
| Withdraw - Financial: | 08/06/2024 |
| Withdraw - Academic: | 29/06/2024 |
| Teaching census: | 07/06/2024 |
| Standard Offering | |
|---|---|
| Enrolment opens: | 10/11/2024 |
| Semester start: | 20/01/2025 |
| Subject start: | 20/01/2025 |
| Cancellation 1: | 03/02/2025 |
| Cancellation 2: | 10/02/2025 |
| Last enrolment: | 02/02/2025 |
| Withdraw - Financial: | 15/02/2025 |
| Withdraw - Academic: | 08/03/2025 |
| Teaching census: | 14/02/2025 |