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(B, G, W, X)
|Unit chair:||D Quinn-Allan|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
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.
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|
* 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.