MKT310 Integrated Marketing Communications (8)
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. |
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+ Subject Availability Modes and Location
| Session 1 | | Internal | Albury-Wodonga Campus | | Internal | Bathurst Campus | | Internal | CSU Study Centre Melbourne | | Distance | Bathurst Campus |
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.
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Subject information| Duration | Grading System | School: |
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| One session | HD/FL | School of Management and Marketing |
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| Related subject(s) |
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MKT570 Please note this is the same subject name as MKT570. While there is some overlap in content, underlying objectives and assessments have been designed to their respective AQF levels.
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Learning OutcomesUpon successful completion of this subject, students should:
- be able to evaluate the role of marketing communications in the overall marketing strategy;
- be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies;
- be able to analyse and apply theoretical concepts underlying integrated marketing communications programs;
- be able to examine and appraise the impact of contemporary societal and market trends underlying integrated marketing communications strategies; and
- be able to communicate clearly and effectively in oral and written work.
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SyllabusThe subject will cover the following topics:
- 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
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The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.
