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ALR310 - Marketing Communication

Unit details

Year2017 unit information
Offering information:

Warrnambool students to contact Student Services for enrolment advice

Enrolment modes:

Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Warrnambool, Cloud (online)

Trimester 3: Burwood (Melbourne), Cloud (online)

Credit point(s):1
EFTSL value:0.125
Unit chair:

Deirdre Quinn-Allan

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR410, ALR610, ALR710

Contact hours:

Trimester 2

Campus mode: 1 x 1 hour Class per week, 1 x 1 hour Seminar per week

Cloud (online): Learning experiences are via CloudDeakin

 

Trimester 3

Campus mode: Intensive (between 4 - 5 days) at the Burwood campus:  2017/2018. Dates to be confirmed.

Cloud (online): Learning experiences are via CloudDeakin

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

Unit fee information available soon

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