Marketing Communication

Unit code: BHO5503 | Study level: Postgraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
VU Sydney
Prerequisites
N/A
Overview
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Overview

This unit critically examines managerial decision-making skills through theory and practice within marketing communications. The challenges of strategy development and implementation in all forms of marketing communications such as advertising, personal selling, publicity, public relations, direct response marketing and customer service in both mass marketing and digital campaigns. Critical examination and challenges will be informed by analysis and theorising about developments that contribute to enhanced professional practice and scholarship in this dynamic field of study.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Analyse the strong and weak theories of marketing communications;
  2. Devise effective marketing strategies and programs;
  3. Formulate appropriate marketing communications strategies to practical business objectives;
  4. Critically review and justify different creative and media execution; and
  5. Evaluate a company's marketing and promotional program.

Assessment

For Melbourne campuses

Assessment type: Other
|
Grade: 30%
Discussion posts commenting on article (2 x 350 words) (2 x 15%)
Assessment type: Assignment
|
Grade: 30%
Research presentation and summary
Assessment type: Report
|
Grade: 40%
Applied IMC promotions plan

Required reading

Integrated Marketing Communication: A Balanced Approach.
Winchester, M., Ling, P., Stocchi, L., Lwin, M., Shin, W. and Kang, H. (2019)| Oxford University Press: Docklands.

As part of a course

This unit is studied as part of the following course(s):

Graduate Certificate in Marketing
BTKM | Graduate certificate | Duration: 0.5 years
Master of Marketing
BMKT | Masters (coursework) degree | Duration: 2 years

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

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