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Integrated Marketing Communications - MKTG204
The unit is designed to introduce students to the marketing communication process and the role and importance of communication as a strategic element of the marketing mix. The unit introduces major concepts in marketing communications and integrate these concepts into a framework, which form the basis for effective and efficient communication planning. The main topics covered include: an introduction to marketing communications; elements of marketing communication (including advertising, consumer and sales promotions, personal selling and public relations); context and organisation of marketing communications; marketing communication effectiveness; marketing communication objective setting; and ethics and industry regulations. The major learning outcome from the unit is for students to develop skills in selecting and integrating communication strategies as part of the broader marketing strategy development.
| Credit Points: | 3 |
| When Offered: | D1 - Day; Offered in Session 1, North Ryde D2 - Day; Offered in Session 2, North Ryde |
| Staff Contact(s): | Associate Professor Lawrence Ang |
| Prerequisites: | |
| Corequisites: | |
| NCCW(s): | BBA303, MKTG310 |
| Unit Designation(s): | |
| Unit Type: | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Timetable Information
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