Integrated Marketing Communications - MKTG204
This unit introduces students to the principles and practice of integrated marketing communications. Designed to encourage active learning, this unit covers integrated marketing communications planning process; tools of marketing communications (e.g., advertising, sales promotions, personal selling, social influence, direct marketing, and marketing-oriented public relations); principles of brainstorming, creativity and media planning; and the evaluation of communication effectiveness. The major learning outcomes are as follows - students will be able to define key terms and concepts; know the principles of creativity and media planning; be able to develop an effective integrated marketing communications plan and to conduct advertising research, analyse and interpret the results. These skills are essential for anyone planning to work in the Marketing Communications industry.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Associate Professor Lawrence Ang |
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| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
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