MKT310 Marketing Communications (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
This subject takes an integrated approach to the planning and development of promotional programs. Buyer behaviour theory which is relevant to the marketing communication process is reviewed. A comprehensive planning model is applied to decisions about the elements of the promotion mix: advertising, personal selling, sales promotion and publicity.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Albury-Wodonga |
| Internal | Bathurst |
| Internal | CSU Study Centre Sydney |
| Internal | HELP University College |
| Distance | Bathurst | Session 3 |
| Internal | CSU Study Centre Melbourne |
Continuing students should consult the SAL for current offering details: MKT310
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Objectives:
Upon successful completion of this subject, students should:
be able to demonstrate understanding of the role of marketing communication in the overall marketing strategy;
be able to demonstrate understanding of theoretical concepts underlying integrated marketing communications program;
be able to demonstrate understanding of various elements of the communication mix;
be able to demonstrate understanding of how an IMC plan incorporates more than an end-user audience for effective communications;
be able to demonstrate understanding of theoretical frameworks that integrate various elements of marketing communication.
Syllabus:
The subject will cover the following topics:
Although the following topics are listed as if they were separate entities, all are treated as aspects of a whole, and constant reference is made to their interdependence and interaction: . The nature of communication in marketing . Promotional and strategic marketing management . Situation analysis: macroenvironmental trends, behavioural foundations, legal and voluntary constraints on promotion . Determining promotional objectives and budgets . The role of promotional tools including advertising, sales promotion, personal selling and publicity . Developing and evaluating message strategies . Message delivery strategies, using the various promotional tools . The organisation and implementation of the promotional program . Evaluating the effectiveness of promotion
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.