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.
Faculty: Faculty of Business, Economics and Law
Credit points: 15
Subject Co-ordinator: Navin Veerapa
Available to Study Abroad Students: Yes
Subject year level: Year Level 5 - Masters
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: BUA5MKG or MKT5MMA or MKT5IMM
Co-requisites: N/A
Incompatible subjects: N/A
Equivalent subjects: N/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 |