Unit details
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Learning Outcomes
1. | Analyse the strong and weak theories of marketing communications; | ||
2. | Devise effective marketing strategies and programmes; | ||
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 programme. |
Assessment
Assessment type | Description | Grade |
---|---|---|
Presentation | Group Presentation and theory-led discussion | 20% |
Assignment | Research assignment on marketing communications | 40% |
Report | Promotions Plan | 40% |
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.
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
You can choose to study this unit as part of the following courses. Refer to the course page for information on how to structure your course to include this unit.
Course | Study as part of |
---|---|
Graduate Diploma in Business | Marketing - Specialisation |
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