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MMK295 - Integrated Marketing Communications in the Digital Age

Year:

2024 unit information
Enrolment modes: Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s): 1
Previously coded as: MMK393
EFTSL value: 0.125
Prerequisite:

MMK101 or MMK277
Corequisite: Nil
Incompatible with:

MMK393
Study commitment

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.
Scheduled learning activities - campus

Trimester 1:
1 x 2 hour on-campus lecture (recordings provided) and 1 x 1 hour on-campus seminar each week. 

Trimester 3:
2 x 2 hour on-campus lecture (recordings provided) and 2 x 1 hour on-campus seminar in weeks 1, 2, 3, 4 and 5.
1 x 2 hour on-campus lecture and 1 x 1 hour on-campus seminar in week 11. 
Scheduled learning activities - online

Trimester 1:
1 x 2 hour recorded lecture and 1 x 1 hour online seminar (recordings provided) each week.   

Trimester 3:
2 x 2 hour recorded lecture and 2 x 1 hour online seminar (recordings provided) in weeks 1, 2, 3, 4 and 5.
1 x 2 hour recorded lecture and 1 x 1 hour online seminar (recordings provided) in week 11. 

Content

This unit offers an examination of promotion management as a key area of marketing decision-making. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media.  The unit looks in detail at the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these five promotional elements are coordinated to formulate an effective promotional strategy. Special emphasis is put on the integration of promotional tools and utilising each according to its respective strengths and weaknesses.

Hurdle requirement

Hurdle requirement: Achieve at least 50% of the marks available on the end of unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit. 

Unit Fee Information

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

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