MKC3460 Marketing communication in the digital age
Faculty of Business and Economics
MKC3460 Marketing communication in the digital age is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2024 in Semester 2 at Clayton. It needs MKB2703, MKW2402, MKC2110, MKF2111 or MKX2111 and unlocks 2 units.
- Credit points
- 6
- Offered in 2024
- Semester 2
- Clayton
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before MKC3460
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKC3460
2 units list MKC3460 as a prerequisite or corequisite.
Enrolment rules
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
Overview
In an increasingly competitive market, effective marketing communication is vital for business growth. In this unit, you will learn about different marketing communication strategies and tools, with a particular focus on digital and social media communications. You will also learn how to evaluate the effectiveness of marketing communications and apply data-driven decision making in their marketing communication decisions. Overall, you will develop an integrated marketing communication plan to address business objectives.
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Clayton | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
develop an understanding of various marketing communication strategies and tools
- 2
demonstrate the strategic use of various marketing communication tools
- 3
formulate relevant and creative strategies on marketing communication campaigns to better engage customers and stakeholders
- 4
evaluate marketing communication strategies by analysing relevant data, and develop recommendations to maximise the effectiveness of marketing communications.
Workload and teaching
- Lectures12 hours
- Tutorials24 hours
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKC3460 is part of 1 area of study in the 2024 handbook.
Contacts
- Chief Examiners
- Dr Han Chen
Common questions
What are the prerequisites for MKC3460?
You need MKB2703, MKW2402, MKC2110, MKF2111 or MKX2111 before you enrol. Enrolment rules also apply.
What can I take after MKC3460?
MKC3460 is a prerequisite or corequisite for 2 units, including MKF3621 and MKW3610.
When is MKC3460 offered?
In 2024, MKC3460 runs in Semester 2 at Clayton.
How much work is MKC3460?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC3460 have an exam?
No. MKC3460 has 1 assessment task and no exam.
Which majors and minors include MKC3460?
MKC3460 is part of Marketing science.