mkt5imc integrated mkg comm
INTEGRATED MARKETING COMMUNICATIONS
MKT5IMC
Not currently offered
Credit points: 15
Subject outline
In this subject students will learn to develop an ability to understand the theory and practice of integrated marketing communications within a firm. To this end a generalised IMC planning model will be presented and explicated in terms of key decision areas, including database requirements, segmentation criteria, contact management strategies; communication objectives and strategies and desired brand networks. Consideration is also given to the formulation of the marketing communications mix, in terms of major communications tools, including advertising, sales promotion, public relations, event marketing and online marketing.
FacultyFaculty of Business, Economics and Law
Credit points15
Subject Co-ordinatorNavin Veerapa
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
Prerequisites BUA5MKG or MKT5MMA or MKT5IMM
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditions The University reserves the right to offer this subject in other modes including seminars, lectures, and block mode or modes using electronic technologies. When offered in different modes, assessment schemes may also be varied.
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Integrated Marketing Communications | Prescribed | Chitty, Barker and Shimp | 2ND. EDN. CENGAGE |
Subject options
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