MKT570 Integrated Marketing Communications (8)

CSU Discipline Area: Marketing (MARKT)

Duration: One session

Abstract:

Planning, developing and implementing an Integrated Marketing Communication (IMC) strategy is vital for organisations. This subject will examine how the IMC process creates and enhances relationships with customers and other stakeholders by strategically controlling and influencing messages communicated to these groups. From a practical perspective, students will be exposed to a range of evolving communication tools and the issues that practitioners would consider in applying these tools in specific marketing contexts.

+ Subject Availability Modes and Locations

Session 2
Internal	CSU Study Centre Melbourne
Internal	CSU Study Centre Sydney
Distance	Bathurst

Continuing students should consult the SAL for current offering details: MKT570

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Assumed Knowledge:

Assumed knowledge in this subject is equivalent to that covered in MBA503 , MKT501 & MKT510

Enrolment restrictions:

Postgraduate students only

Objectives:

Upon successful completion of this subject, students should:

be able to investigate the role of marketing communication in the overall marketing and business strategy;
be able to evaluate theoretical concepts underlying integrated marketing communications;
be able to examine and evaluate various elements of a contemporary communication mix;
be able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools; and
be able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan.

Syllabus:

The subject will cover the following topics:

(Integrated) Marketing Communication uncovered
Evolution of marketing communication
Communication processes
Communication with consumers and stakeholders - the narrow cast opportunity
IMC Planning - communication possibilities for marketers
Communication tools: advertising, public relations, direct and interactive marketing, personal selling, sales promotion and more
Media opportunities - online, offline, paid, earned and communication strategy
Evaluation and measurement
Your original IMC plan

Back

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.