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MKTG71-604: Communication Strategies

Description

Successful marketing necessitates 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

TypePostgraduate
CodeMKTG71-604
EFTSL0.125
FacultyBond Business School
Semesters offered
  • January 2022 [Standard Offering]
  • January 2023 [Standard Offering]
Credit10
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2021: $5,110
  • Commencing in 2022: $5,170

Learning outcomes

1. Explain the purpose of integrated marketing communications (IMC), interpreting and relating key principles and challenges facing practitioners in developing and implementing IMC strategies.
2. Choose appropriate IMC tools to comprehensively address a defined IMC objective.
3. Design an integrated creative strategy for a brand’s IMC campaign based on the target market of the brand, the marketing environment, and the brand’s communication objectives.
4. Develop a media strategy for a brand’s IMC campaign by critically evaluating communication channels available, their likely impacts on the target audience and considering the needs of relevant stakeholders.
5. Deliver a logically constructed, persuasive presentation of your IMC strategy tailored to a professional audience.
6. Articulate IMC analyses and recommendations in a clear, concise writing style tailored to a professional audience.
7. Demonstrate the ability to work effectively with others to complete a group project addressing an integrated marketing communication issue.

Enrolment requirements

Requisites: ?

Nil

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):

Restrictions: ?

Nil

Subject outlines

Subject dates

Standard Offering
Enrolment opens15/11/2020
Semester start18/01/2021
Subject start18/01/2021
Cancellation 1?01/02/2021
Cancellation 2?08/02/2021
Last enrolment31/01/2021
Withdraw – Financial?13/02/2021
Withdraw – Academic?06/03/2021
Teaching census?12/02/2021