Marketing Communications and Promotions Management - MARK2053
Faculty: UNSW Business School
School: School of Marketing
Course Outline: MARK2053 Course Outline
Campus: Sydney
Career: Undergraduate
Units of Credit: 6
EFTSL: 0.12500 (more info)
Indicative Contact Hours per Week: 3
Enrolment Requirements:
Prerequisite:MARK1012
Excluded: MARK2153
CSS Contribution Charge: 1 (more info)
Tuition Fee: See Tuition Fee Schedule
Further Information: See Class Timetable
Description
The aim is to offer insights into the various decisions and principles that marketing managers have to consider when developing an overall communications and promotions strategy. Key topics are the promotional mix, the design, implementation and evaluation of communications strategies and the need to make use of both creative and reasoning processes. An integrated approach is adopted, including an understanding of the role of media advertising, promotions, public relations, direct marketing and interactive media. The course builds on knowledge of consumer behaviour and the analytical skills of marketing research.