Effective communication with a target market relies on orchestrating a variety of communications tools (advertising, promotions, selling and publicity) and media (TV, print, electronic, radio, POP) in order to achieve desired outcomes for brands. Increasingly, customers distribute their media use across many media and marketers choose communication media from an ever-expanding range of possibilities. Thus, a critical question for communication strategy in the 21st century is how to create an integrated communication strategy that takes advantage of media strengths and maintains cost effectiveness. This subject emphasises customer media behaviour, the application of communication tools (including electronic), and cross-media effectiveness.
|Faculty||Bond Business School|
|Study abroad||Available to Study Abroad students|
1. Students will develop a comprehensive understanding of the field of advertising and promotion, through the analysis of Integrated Marketing Communications (IMC) tools such as broadcast advertising, print advertising, outdoor advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling.
2. Students will identify, analyse and report consumer behaviour trends and other relevant issues in the market place that impact the success of an Integrated Marketing Communications campaign.
3. Through working in a team, students will create and present an Integrated Marketing Communications campaign strategy that includes developing creative strategy and media strategy.
MKTG71-600 - Marketing Fundamentals OR MKTG71-104 - Marketing Management