MKF3461 Marketing communication
Faculty of Business and Economics
MKF3461 Marketing communication is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 and Semester 2 at Caulfield. It needs MKB2703, MKC2110, MKF2111, MKW2402 or MKX2111 and unlocks 2 units.
- Credit points
- 6
- Offered in 2027
- Semester 1, Semester 2
- Caulfield
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF3461
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF3461
2 units list MKF3461 as a prerequisite or corequisite.
Overview
The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined communication goals. In particular, you will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Quiz / Test10%
- Exercise20%
- Written30%
- Written40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
explain communication theories, processes and models
- 2
develop an integrated marketing communication plan using emerging technologies to assist achieving marketing objectives
- 3
evaluate contemporary issues in marketing communication using classic and emerging theories and terminologies.
Workload and teaching
- Tutorials24 hours
- Lectures12 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.
Learning resources
Required resources
Belch, G. E., & Belch, M. A. (2024). Advertising and promotion: An integrated marketing communications perspective (13th ed.). McGraw Hill.
Where it fits
MKF3461 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Jiemiao Chen
Common questions
What are the prerequisites for MKF3461?
You need MKB2703, MKC2110, MKF2111, MKW2402 or MKX2111 before you enrol.
What can I take after MKF3461?
MKF3461 is a prerequisite or corequisite for 2 units, including MKF3621 and MKW3610.
When is MKF3461 offered?
In 2027, MKF3461 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF3461?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF3461 have an exam?
No. MKF3461 has 4 assessment tasks and no exam.
Which majors and minors include MKF3461?
MKF3461 is part of Public relations.