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ALR710 - Marketing Communication

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value: 0.125
Unit chair:S Mcdonald
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR610, ALR310

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

The unit will provide an overview of the key elements of the marketing process with an emphasis on integrating public relations and marketing strategies in the formulation of campaigns. Key elements of the marketing process to be examined include analysis of the marketing environment, consumer behaviour, marketing research methods and forecasting, market segmentation and the implementation of the promotional mix (advertising, sales promotion, direct marketing, public relations, personal selling). Particular attention will be drawn to the role of public relations in the promotional mix and to the concepts of relationship marketing and social cause marketing.

Assessment

Promotional Plan: Part A 2000 words 40%, Part B 3000 words 60%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1260$1260$2228$2815

* 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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