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ALR310 - Marketing Communication

Enrolment modes:Trimester 2: Burwood (Melbourne), Warrnambool, Waurn Ponds (Geelong), Cloud (online)
Credit point(s):1
EFTSL value: 0.125
Unit chair:D Quinn-Allan
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR710

Note: Online teaching methods require internet access. You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

Content

This unit examines the theories and models of Integrated Marketing Communication and how they inform promotional activities to support strategic brand building, market positioning and customer-relationship management. This unit develops theoretical knowledge and applied skills for promotional planning from research through to evaluation. Specifically students will learn how to conduct situation analyses, develop objectives, and identify target markets and audiences and market positioning. Drawing on these elements, students will then learn how to develop and write communication, creative, media and promotional strategies for a promotional plan. 

Assessment

Promotional Planning, 800 word equivalent, 20%

The Promotional Plan, 2000 word equivalent, 50%

Examination, 2 hours, 30%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1260$1260$2406$2564

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

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