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Unit details

MMK393 - Integrated Marketing Communications

Enrolment modes:Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

M Valos

Prerequisite:

MMK101 or MMK277

Corequisite:Nil
Incompatible with: Nil
Contact hours:

1 x 2 hour class, 1 x 1 hour seminar per week

Note:

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

This unit offers an examination of promotion management as a key area of marketing decision-making. The unit looks in detail at the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these five promotional elements are coordinated to formulate an effective promotional strategy. Special emphasis is put on the integration of promotional tools and utilising each according to its respective strengths and weaknesses.

Assessment

Assessment 1 - Written Assignment (3000 words) - 40%

Examination (2 hours) - 60%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1283$1283$2672$2837

* 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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