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Credit Points: 15
Prerequisite: BK202 - Consumer Behaviour
Workload: 36 contact hours
Campus: Melbourne, Sydney
This unit provides students with an understanding of the principles of Integrated Marketing Communications (IMC) and the role of the marketing communicator. It explores the context in which marketing communications is changing and guides students in appreciating the nature of communication theories and how these are applied in developing IMC strategies. Students will be challenged to formulate an effective IMC program for a chosen product, setting objectives, strategies, executional tactics and evaluative techniques. The unit focuses on the promotional aspect of the marketing mix which is a vital part of marketing and business management.
Unit topics include:
At the completion of this unit students will be able to:
Learning Outcomes Assessed
|Contribution in class||a-e*||10%|
|IMC plan (Group)||a-e*||5%|
|IMC plan presentation (Group)||a-e*||20%|
*refer to learning outcomes above.
Students are advised to check the unit outline for prescribed Textbooks.
Students are advised to check the unit outline for additional reference materials.