Program Overview

MKT310 Integrated Marketing Communications

This subject takes an integrated approach to the planning and development of promotional programs. Buyer behaviour theory which is relevant to the marketing communication process is reviewed. A comprehensive planning model is applied to decisions about the elements of the promotion mix: advertising, personal selling, sales promotion and publicity.

Availability

The subject is available in:

• Session 1
• On Campus: Bathurst Campus, CSU Study Centre Melbourne, CSU Study Centre Sydney, Port Macquarie Campus
• Online: Bathurst Campus

Subject Information

Grading System

The grading system for this subject is HD/FL.

Duration

The duration of this subject is one session.

School

This subject is offered by the School of Management and Marketing.

Assumed Knowledge

The assumed knowledge for this subject is MKT110.

Learning Outcomes

Upon successful completion of this subject, students should:

• be able to evaluate the role of marketing communications in the overall marketing strategy
• be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies
• be able to analyse and apply theoretical concepts underlying integrated marketing communications programs
• be able to examine and appraise the impact of contemporary societal and market trends underlying integrated marketing communications strategies
• be able to communicate clearly and effectively in oral and written work

Syllabus

This subject will cover the following topics:

• The nature of communication in marketing
• Promotional and strategic marketing management
• Situation analysis: macroenvironmental trends, behavioural foundations, legal and voluntary constraints on promotion
• Determining promotional objectives and budgets
• The role of promotional tools including advertising, sales promotion, personal selling and publicity
• Developing and evaluating message strategies
• Message delivery strategies, using the various promotional tools
• The organisation and implementation of the promotional program
• Evaluating the effectiveness of promotion