Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
One semester
36 hours over the teaching period
Lilydale, Online, Singapore
(LBM100) or (LPR100)
Credit Points: 12.5 Credit Points
Formerly known as LBM202 Marketing CommunicationsCo-badged with MAR230 Marketing Communications (Online) This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
The marketing communications industry is a major sector of Marketing. This unit explores the various promotional strategies utilised by marketers. It provides insights into how to adapt advertising, media, event management, public relations, sales promotion, and direct marketing policy and techniques to achieve campaign objectives and facilitate their effective implementation.
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.
On campus students Minor assignment 15-25%Major assignment 30-40%Final exam 40-50%Online studentsMinor assignment 15-25%Major assignment 30-40%Final exam 40-50%
Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes. Within this context students will begin to develop the following key generic skills:• teamwork skills• analysis skills• problem solving skills• communications skills• ability to tackle unfamiliar problems • ability to work independently
Topics include:• Knowledge of the Integrated Marketing Communication (IMC) process• Planning of the communications budget• Functions of an advertising agency• Knowledge of media types and capabilities• Knowledge of the public relations and publicity (PR) function• Knowledge of sales promotion objectives and practices• Knowledge of direct marketing objectives and practices• Knowledge of international advertising needs and limitations• Evaluating the effectiveness of the overall communication strategy• Development of an integrated marketing communications plan
Pickton, D et al. (2011). Integrated Marketing Communications [Swinburne University Custom Text], 3rd ed. Pearson Education, Australia. ISBN: 978 1 4425 6127 4
Belch, G.E., & Belch, M.A., 2009, Advertising and promotion: an integrated marketing communications perspective, 8th edn, McGraw-Hill Irwin, Illinois.Clow, K.E. & Blaack, D., 2007, Integrated Advertising,Promotion, and Marketing Communications, 3rd edn, Pearson Education, New Jersey.Lane, W.R; King, K.W; & Russell, J.T., 2008, Kleppner’s Advertising Procedure, 17th edn, Pearson Education, New Jersey.Pickton, D & Broderick A 2005, Integrated Marketing Communications, 2nd edn, Prentice Hall, London.Wells, W; Spence-Stone, R; Moriarty, S., & Burnett, J., 2008, Advertising Principles and Practice, Pearson Education Australia.Students are expected to avail themselves of the many resources of the library and the Internet in addition to those of the reading materials specified above.
