Unit aim

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: 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

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.

Learning outcomes and graduate attributes

Prescribed texts

Session 2

  • 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.
Prescribed texts may change in future study periods.

Teaching and assessment

Coffs Harbour

Teaching method
Lecture online 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Gold Coast

Teaching method
Lecture online 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Online

Teaching method
Lecture online 1 hour (10 weeks)
Assessment
Report30%
Report40%
Exam: closed book30%

Singapore - MDIS

Teaching method
Structured online learning
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.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3

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.

+