MMK738 - Integrated Marketing Communication

Year:

2020 unit information

Enrolment modes: Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s): 1
Previously coded as: Nil
EFTSL value: 0.125
Prerequisite:

Nil

Corequisite:

 MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732

Incompatible with: MPK712
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 3 hour seminar (livestreamed with recordings provided) per week

Scheduled learning activities - cloud (online)

1 x 3 hour seminar (livestreamed with recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week

Content

The aim of this unit is to apply the planning, executing and evaluating processes of the Integrated Marketing Communication (IMC) model to industry case studies (in both class and assignment). Students will develop skills in understanding and applying synergies between marketing communication tools such as advertising, sales promotion, public relations, digital and personal selling. This promotional tools need to be applied in an effective and efficient way to impact consumers. In addition, approaches to developing appropriate brand messages and achieving brand consistency through multiple media will be developed.

Unit Fee Information

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