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Marketing Communications - MKTG702

Marketing communications are an integral part of a company's overall marketing mission and play a critical role in determining its success in the market. It accommodates both creative and analytical processes guided by a company's targeting and positioning strategies. This unit aims to provide you with an understanding of the various decisions and principles that marketing managers have to consider when developing communications strategies and action plans. An integrated perspective is adopted for this unit that allows you to analyse, design and evaluate the different roles of advertising, direct marketing, personal selling, public relations, sales promotion and event marketing. A central focus of this unit will be developing an informed and critical awareness of the extant theories and literature in the field of marketing communications.

Credit Points: 4
When Offered:

S2 Evening - Session 2, North Ryde, Evening

Staff Contact(s): Dr Yimin Huang

Admission to MRes Prerequisite Information


NCCW(s): MKTG802, ICMS821
Unit Designation(s):
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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