BUSN2033 Marketing Communications

Dr Naser Pourazad

2020

4.5

1 x 2-hour lecture weekly
1 x 1-hour tutorial weekly

^ 1 of BUSN2015, BUSN2025, BUSN1022

Marketing principles

Bachelor of Business

This topic introduces students to the process of developing and managing effective marketing communications. Using the Integrated Marketing Communications (IMC) concept, students will gain an understanding of consumer behaviour, communication theory and the various media used in advertising and promotion. They will also learn how to plan, develop and implement advertising and promotional campaigns.

This topic aims to provide students with an:

understanding of the Integrated Marketing Communications concept and the environment marketers operate in when designing marketing communications strategies
appreciation of the processes used to create an effective communications strategy and the tools used in marketing communications
understanding of the effectiveness of different traditional and modern marketing communication tools and practices
knowledge of consumer behaviour, branding and other relevant factors that are strongly linked with marketing communications.

Upon successful completion of this topic students will be able to:

Describe the role of integrated marketing communications (IMC) in the marketing process
Describe and illustrate use of the tools of marketing communications, including the broadcast and print media, support media, direct marketing, the internet and interactive media, sales promotion, public relations and personal selling.
Discuss factors that influence consumer response to different marketing communication activities
Recognise the importance of consumer behaviour and branding related theories in marketing communications
Discuss the ethical issues associated with marketing communications
Work collaboratively to evaluate marketing communications
Work collaboratively to develop a marketing communications strategy appropriate for firms operating in a specific environment.

Key dates and timetable

Timetable details for 2020 are no longer published.

This information is from current details held on the Student Information System. Please report any errors or omissions to the relevant College Office.