Course Description
The course aims to provide students with an understanding of the communication aspects of marketing. In this course, students learn about the range of tools available to marketers for the purpose of promotion - such as advertising, sales promotion, personal selling, sponsorship, publicity and public relations - as well as the process by which these are integrated and planned. Students explore the evolution of marketing activities in an increasingly digital environment, including activities undertaken via online platforms, social media, email and other digital formats.
Learning Outcomes
- Apply basic communication theories and concepts to understand the business environment for a company and understand marketing communication activities.
- Undertake analysis to develop appropriate marketing communication objectives for a specified target market, considering a range of media and methods available to marketers.
- Identify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit.
- Show analysis indicating critical thinking and consideration of ethical implications.
Learning Experience
Topics
- Integrated Marketing Communication
- Persuasion and Targeting
- Establishing Objectives and Budgeting for IMC Campaigns
- Developing Creative Strategies
- Media Planning and Analysis
- Broadcast Media and Print and Support Media
- Digital Marketing
- Social Media Marketing
- Direct Marketing and Sales Promotion
- Personal Selling and Relationship Marketing
- Marketing Public Relations and Sponsorship Marketing
- Evaluating IMC
Development Team
Wenjie Li
Course Author
Lead
Jonno Klynsmith
Learning Designer
Lead
Jack Eames
Digital Education Developer
Lead
Assessments
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Marketing Audit
Critical Analysis
In this task learners are asked to identify relevant and non-relevant information concerning integrated marketing communication activities. Learners are asked to collate relevant marketing information from multiple sources, discuss factors contributing to the overall success or failure of a brand’s marketing activities, identify potential areas for success, and clearly communicate their findings.
30%
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Marketing Communications Brief
Proposal
Learners are asked to prepare a clear marketing communications brief by establishing a marketing communications objective and conducting research to support the brief.
30%
-
Marketing Communications Plan
Report
In this task learners develop a marketing communications plan for a chosen brand, product or service. They are required to develop an integrated marketing communications campaign, coordinate multiple marketing activities in support of a common objective, and present this campaign in a clear, professional manner.
40%
Snapshots
Learning Resources
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Fundamental and guiding structure for marketing communication decisions
Four-quadrant diagram outlining the key structure for marketing communication decisions.
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Mckinsey's "Consumer decision journey"
