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ALR710 - Marketing Communication

Unit details

Year2016 unit information
Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

Trimester 2: Richie Barker

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR610, ALR310, ALR410

Contact hours:

1 x 2 hour Seminar per week

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%

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