|Papua New Guinea - IBSU Port Moresby||N/A|
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.
Module 1: Introduction to marketing communications
Module 2: Building brand relationships
Module 3: Planning for marketing communications
Module 4: Marcom Tools – Part 1: Advertising and public relations
Module 5: Marcom Tools – Part 2: Direct marketing and personal selling
Module 6: MarCom in the Digital World
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:|
|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.|
On completion of this unit, students should be able to:
- apply the principles involved in marketing communications
- evaluate different marketing communication strategies and tactics
- construct relevant marketing communication strategies and tactics for specific target markets.
Prescribed Learning Resources
- Belch, GE & Belch, MA, 2021, Advertising and Promotion: An Integrated Marketing Communication Perspective, 12th Edition, McGraw Hill Education, New York. ISBN: ISBN13: 9781260259315.
- No prescribed resources/equipment.
Teaching and assessment
Commonwealth Supported courses
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Fee paying courses
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