Marketing Communications

This subject has the following teaching availabilities in 2016:

Total expected time commitment is 170-hours across the semester, including class time.

None

None

None

670-305 Marketing Communications;

325-213 or 100-220 Marketing Communications

For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

This subject focuses on the development, management and control of marketing communications, 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 target audiences as well as the underlying principles behind these approaches. 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 marketing communications.

On completion of the subject students should have:

• gained a critical understanding of the professional skills needed in planning, implementing and evaluating marketing communications campaigns;
• developed the ability to analyse and critically evaluate marketing communications campaigns and explain why some campaigns are more effective than others;
• the capacity to apply basic theories and models within integrated marketing communications in order to develop a professional quality advertising plan or communications strategy.

A written ad analysis of 1500 words 30% (due mid-semester), a written advertising plan or communications strategy of 2200 words worth 60% (due in the examination period) and tutorial presentation of 300 words 10% (done through the semester).

This subject has a minimum hurdle requirement of 80% attendance and regular participation in tutorials. Assessment submitted late without an approved extension will be penalised at 10% per day. In-class tasks missed without approval will not be marked. All pieces of written work must be submitted to pass this subject.

A subject reader will be available.

Marketing communications, interactivity, communities and content, 5th ed. C. Fill (2010) Harlow: Prentice Hall

This subject potentially can be taken as a breadth subject component for the following courses:

• Bachelor of Biomedicine
• Bachelor of Environments
• Bachelor of Music
• Bachelor of Science
• Bachelor of Engineering

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Students who successfully complete this subject will:

• be able to enhance oral and written communications skills via class participation and discussion;
• be able to develop their problem solving and critical thinking skills via the tutorial program;
• be able to develop their research skills through the sourcing of research material to supports arguments in their written assignments.

This subject is available to students enrolled in the BA (Media and Communications) and the BA (Media and Communications)/Bachelor of Laws and the Bachelor of Arts degree and can be credited to a major or minor in that degree. Students who have completed 325-213 or 100-220 Marketing Communications are not eligible to enrol in this subject. This subject is not available to students enrolled in the BA (Media and Communications)/Bachelor of Commerce combined degree.