ALR710 - Marketing Communication
|Year||2016 unit information|
|Enrolment modes:||Trimester 2: Burwood (Melbourne), Cloud (online)|
Trimester 2: Richie Barker
ALR610, ALR310, ALR410
1 x 2 hour Seminar per week
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.
Promotional Plan: Part A 2000 words 40%, Part B 3000 words 60%