Marketing Communications Agency

MKT80015 12.5 Credit Points Hawthorn

Duration

  • One Semester or equivalent

Contact hours

  • 36

2020 teaching periods

Hawthorn

Higher Ed. Semester 1 Higher Ed. Semester 2

Dates:
2 Mar 20 - 31 May 20

Results:
7 Jul 20

Last self enrolment:
15 Mar 20

Census:
31 Mar 20

Last withdraw without fail:
17 Apr 20

Dates:
3 Aug 20 - 1 Nov 20

Results:
8 Dec 20

Last self enrolment:
16 Aug 20

Census:
31 Aug 20

Last withdraw without fail:
18 Sep 20


Prerequisites

75 Credit Points, plus interview with course director for non-core students

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.

Courses with unit

This unit is part of the Australian Graduate School of Entrepreneurship (AGSE) suite of courses