2014 Unit of Study

The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).

The University of Sydney session calendar shows exact dates for sessions.

Creative Communications in Marketing
UoS Code MKTG6006
Credit points 6
Offered Intensive July
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures Block intensive - 6 days, 9am - 4:30pm
Assessment individual participation (13%), two individual assignments (2x25%), research component (2%), and one group project (35%)
Description There has been a steady shift in the focus of creative communication decisions away from traditional advertising agencies to specialist creative services providers. Alternative ways to produce, implement and monitor creative communications have been developed. This unit explores changes that have taken place and focuses on new principles of developing and evaluating creative communications. Topics include: developments in media and modes of delivery; implications of the shift from ownership towards access; the role of the visual in cross cultural marketing; attitudinal monitoring; identifying creative issues and developing creative marketing material; the client relationship; examining areas of contention in creative communications and working with creative strategies.