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ALR710 - Marketing Communication


2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Richie Barker




Incompatible with:

ALR610, ALR310, ALR410

Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hour per week equivalence)


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.


These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes


Compare and contrast the elements of operational marketing communication in a competitive commercial environment.

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking


Collect, interpret and apply relevant scholarly research and industry market research to diagnose and solve marketing communication problems

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

GLO5: Problem solving


Explain the key theories, principles and practices of the social and ethical dimensions of advertising and promotion.

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Develop promotional planning documentation that meets professional standards

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

GLO5: Problem solving

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1 (Individual) – Promotional Plan

2000 words or equivalent 40% Information not yet available
Assessment 2 (Individual) – Promotional Report 3000 words or equivalent 60% Information not yet available

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: ALR710 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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