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.
Topic 1: Marketing communications builds brands
Topic 2: Building brand relationships
Topic 3: Understanding customers
Topic 4: Planning marketing communications
Topic 5: Creating effective Advertising
Topic 6: Building positive public relations
Topic 7: Going direct: direct marketing and personal selling
Topic 8: Integrating digital marketing
Topic 9: Targeted sales promotion
Topic 10: Specialised strategies
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.
Learning outcomes and graduate attributes
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||apply the principles involved in marketing communications||Knowledge of a discipline||Communication and social skills|
|2||evaluate different marketing communication strategies and tactics||Knowledge of a discipline||Communication and social skills|
|3||construct relevant marketing communication strategies and tactics for specific target markets||Creativity||Communication and social skills|
|4||analyse the ethical and legal implications of marketing communications strategies||Ethical practice||Knowledge of a discipline||Communication and social skills|
|5||assess how branding supports marketing communications strategies.||Communication and social skills|
- McClean, K, 2013, Marketing Communications, 1st edn, McGraw Hill Custom text. ISBN: ISBN-10 1-12-184677-7 and ISBN-13 978-1-12-184677-7.
Teaching and assessment
|Lecture online 1 hour (10 weeks)|
|Exam: closed book||30%|
Singapore - MDIS
|Structured online learning|
|Exam: closed book||30%|
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.