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Unit of study_

MKTG3112: Marketing Communications

This unit of study offers an introduction to an overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.

Code MKTG3112
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. understand critical theories and concepts relevant to the study of marketing communications
  • LO2. identify and understand the relationship between the key elements of message strategy that can be practically applied to the development of an integrated marketing communications plan
  • LO3. identify the appropriate forms of media that can be adopted to efficiently, effectively and creatively deliver the communication message to the target audience
  • LO4. identify the role of integrated marketing communications in creating brand meaning to build appropriate consumer based brand equity
  • LO5. open new ways of thinking and appreciate the importance of intellectual curiosity, critical thinking and reflection as the foundation for continuous learning
  • LO6. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility, and to communicate thoughts and opinions confidently and to a professional standard.