The course challenges students to apply marketing communications theory to the development of a marketing campaign. The course provides students with the opportunity to acquire advanced knowledge about core and emerging topics in marketing communications based on readings from both textbooks and journal articles. There is also a strong connection with practice element as the assessments ask students to create a communications campaign to solve a particular issue the organisation is experiencing. The issue will be based on real-life problems businesses face, thus supporting connections with practice though the use of a case study.

Lectures: Mondays 1.00-3.00pm (2hrs x 9 weeks)

Tutorials: 2hrs x 5 weeks

None

Project Management MGT3003

Business Competition MGT3023

There were two assessments in this course.

One is a group work (weighted at 40%). This is a recorded group presentation that is 20 minutes long. Students must submit their recording and slides.

The other is an individual assessment (weighted at 60%). This is a report with a word limit of 1,500 words (minus or plus 10%).

The tutorials and lectures are designed to guide students through the principles and techniques of conducting research on the behaviour of consumers that will feed to the choices for a marketing communication campaign. Students have opportunities to gain formative feedback from the teaching team for both assessments.

The course aims to enhance the development and application of analytical skills to the preparation of a marketing campaign concept by making clear connections between theory and marketing practice.  The course will also provide a set of practical tools to develop a marketing communication campaign and the course is designed to have connections with practice.

By the end of this course students will be able to:

1. Explain the customer journey from receiving information to making decisions and be able to map customer journeys in practice

2. Develop a marketing communications programme that utilises appropriate tools, including situation analysis models and use of online tools

3. Critically assess and choose marketing communication channels

4. Set objectives for communications programmes

5. Develop and present a marketing communications campaign as a group

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.