Communicating effectively and efficiently with target markets has become more challenging especially with the advent of digital media. The unit is designed to teach students how to critically assess campaigns, plan strategically, create and then present an integrated marketing campaign using a mix of both traditional and digital channels. Students are introduced to theories, concepts, frameworks, tools and processes that relate to marketing communications. They learn through practically applying this knowledge, planning, developing and presenting an integrated marketing campaign.
1x 3hr seminar per week
project (20%), final project (40%), exam (30%), participation (10%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing.