Availabilities:

LocationDomesticInternational
Gold Coast
MelbourneN/A
Online
PerthN/A
SydneyN/A

Unit description

Explores strategies used in marketing communications with an emphasis on branding. Topics cover the nature of today's modern marketing communication tools, including social media and examine their practical implementation for communication strategy decisions. Legal and ethical implications of communication strategies are considered and practical application of the principles form an essential part of assessment and learning activities.

Unit content

Topic 1: Introduction to marketing communications
Topic 2: Building brand relationships Part I
Topic 3: Building brand relationships Part II
Topic 4: Understanding customers
Topic 5: Planning for marketing communications
Topic 6: Creating effective advertising
Topic 7: Building positive public relations
Topic 8: Going direct: direct marketing and personal selling
Topic 9: Integrating websites and social media
Topic 10: Specialised strategies
Topic 11: Targeted sales promotion
Topic 12: Review

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:
1apply the principles involved in marketing communications
2evaluate different marketing communication strategies and tactics
3construct relevant marketing communication strategies and tactics for specific target markets
4analyse the ethical and legal implications of marketing communications strategies
5assess how branding supports marketing communications strategies.

On completion of this unit, students should be able to:

  1. apply the principles involved in marketing communications
  2. evaluate different marketing communication strategies and tactics
  3. construct relevant marketing communication strategies and tactics for specific target markets
  4. analyse the ethical and legal implications of marketing communications strategies
  5. assess how branding supports marketing communications strategies.

Prescribed texts

  • Belch, GE & Belch, MA, 2018, Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th edn, McGraw Hill Education, New York. ISBN: ISBN 978-1-259-54814-7.
Prescribed texts may change in future study periods.

Teaching and assessment

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Teaching method
Lecture online 1 hour (12 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%
Notice

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.

Fee paying courses
For postgraduate or undergraduate full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees

International

Please check the international course and fee list to determine the relevant fees.

+