100-220 Marketing Communications

This subject is only available to students enrolled in the BA (Media and Communications) and the BA (Media and Communications)/Bachelor of Laws. Students who have completed 325-213 are not eligible to enrol in this subject.

100 points of arts subjects including 25 points of core Media and Communications study at first year.

This subject focuses on the development, management and control of Media and Communications marketing both locally and internationally. Topics will include advertising, sales promotion, public relations, and other elements of the communications mix. Particular emphasis will be placed on the importance of integrating promotional efforts, and on the marketing manager's role in planning, implementing and evaluating marketing communications. Students will develop an understanding of the operational and creative elements involved in developing promotional campaigns and the strategies used to communicate with customers and their underlying principles. They will engage with alternative persuasion techniques and potential problems with their adoption, and the proper selection, interpretation, and use of alternative measures of promotional effectiveness. On completion of the subject students should have developed a strong practical and critical grasp of the different forms and strategies employed in the marketing of communications.

Class participation and written work totalling 4000 words. Students must attend at least 80% of classes to be eligible for assessment.

• G & M Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective. 5th edn, Irwin/McGraw-Hill.