MMK295 - Integrated Marketing Communications in the Digital Age
2022 unit information
|Enrolment modes:||Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
|Previously coded as:||MMK393|
MMK101 or MMK277
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 class, 1 x 1 hour seminar per week
|Scheduled learning activities - cloud (online)||
1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week
This unit offers an examination of promotion management as a key area of marketing decision-making. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media. 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.
Hurdle requirement: achieve at least 50% of the marks available on the examination
Unit Fee Information
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