Marketing Communication
Credit points
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
VU Sydney
Prerequisites
Co-requisites
(Corequisite units must be studied concurrently with this unit)
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:
- Analyse the strong and weak theories of marketing communications;
- Devise effective marketing strategies and programs;
- Formulate appropriate marketing communications strategies to practical business objectives;
- Critically review and justify different creative and media execution; and
- 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
Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.
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):