ALR710 - Marketing Communication
2023 unit information
|Enrolment modes:||Trimester 2: Burwood (Melbourne), Online|
ALR610, ALR310, ALR410
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)||
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.
Unit Fee Information
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