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Integrated Marketing Communications - MKTG204
This unit is designed to introduce students to the marketing communication process and the role and importance of communication as a strategic element of the marketing mix. The unit introduces major concepts in marketing communications. The main topics covered include: an introduction to marketing communications; elements of marketing communication (including advertising, consumer and sales promotions, personal selling and public relations); principles of brainstorming and creativity; marketing communication effectiveness; marketing communication objective setting; and ethics. The major learning outcome from the unit is for students to develop skills and practical knowledge in selecting and integrating communication strategies as part of the broader marketing strategy development.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day S2 Day - Session 2, North Ryde, Day MQC2 Day - Macquarie City Campus Study Period 2, Undergraduate, Day, July to October |
| Staff Contact(s): | Associate Professor Lawrence Ang |
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| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Timetable Information
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