10 cp Prerequisites MKTG201 Consumer Behaviour Teaching Organisation 3 hours per week for twelve weeks or equivalent.
This unit provides students with the basic tools of marketing communication, including advertising, public relations, sales promotion, direct marketing and personal selling. The concept of integrated marketing communication is introduced. Integrated marketing communication requires a 'total' approach to planning marketing communication programs and coordinating communication strategies in support of overall brand and product/service marketing objectives. Students will also learn to apply the communication process and persuasion in marketing communication. Regulatory issues are also discussed.