COURSE DESCRIPTION

The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning.

Topics:

• the role of integrated marketing communications,
• organising for advertising and promotion,
• consumer behaviour perspective,
• the communication process,
•  promotional objectives and budgets,
• creative strategy,
•  media planning and strategy,
• broadcast/print & support media,
•  direct marketing,
• sales promotions,
• PR and publicity,
• personal selling,
• international promotion,
• business-to-business promotions,
• and regulations and ethics.

RECOMMENDED

Chitty, Barker, Valos and Shimp (2012 – 3rd Edition), Integrated Marketing Communications,

engage Learning, 9780170191548

Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney

Duncan, T. IMC, using advertising and promotion to build brands, International Edition, Irwin McGraw-Hill. Australia, Sydney (2003)

Rix, Buss & Herford. Selling, a consultative approach, 2nd Edition, Irwin McGraw-Hill. Australia, Sydney. (2001)

Wells, Burnett & Moriarty. Advertising principles and practices, 6th Edition, Prentice Hall. Australia, Melbourne. (2003)