Marketing Communications Agency

MKT80015 12.5 Credit Points Hawthorn

Duration

  • One Semester or equivalent

Contact hours

  • 36

On-campus unit delivery combines face-to-face and digital learning.

Prerequisites

75 Credit Points

Corequisites

Anti-requisite
Completion of a unit that is very similar in content or the content overlaps with another unit.
or
 
 
 

Aims and objectives

This unit explores the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a contemporary and digital environment
 
Students who successfully complete this unit will be able to:
1. Apply advanced and coherent knowledge of the managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity.
2. Apply problem solving, design and decision making processes to construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives.
3. Critically evaluate the fundamentals of Integrated Marketing Communications (IMC) to set a marketing communication budget and allocate resources to the communication elements within this budget.
4. Apply advanced and coherent knowledge of IMC methods to plan and execute relevant input towards creative and media strategy.
5. Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a diverse team.