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MMK393 - Integrated Marketing Communications in the Digital Age

Unit details

Year2018 unit information
Enrolment modes:
Credit point(s):1
EFTSL value:0.125
Unit chair:

Alvin Lee (Trimester 1), Allison Ringer (Trimester 3)

Prerequisite:

MMK101 or MMK277

Corequisite:Nil
Incompatible with: Nil
Contact hours:

Campus: 1 x 2 hour class, 1 x 1 hour seminar per week

Cloud (Online): 1 x 2 hour class (recordings provided) + 1 hour online seminar (recordings provided) per week

Content

This unit examines promotion management as a key area of marketing decision-making, with an emphasis on the evolving role of digital technologies and media. This examines the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these can be coordinated and integrated to formulate an effective promotion strategy.

Assessment

Assessment 1 (Group of 3 students) - Written assignment (3200 words) - 40%

Examination (2 hours) - 60%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

Click on the fee link below which describes you:

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