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 2020 in Semester 1 and Semester 2 at Caulfield. It needs MKW2402, MKB2703, MKC2110 or MKF2111 and unlocks 2 units, leading on to 3 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 40%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF3461
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
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 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Within semester assessment100%
- Within semester assessment60%
- Examination40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
understand and describe communication theories, processes and models
- 2
construct an integrated marketing communication plan, including situation analysis, target audience analysis, communication objectives, communication strategy, creative strategy, media strategy, scheduling, budgeting, and monitoring and evaluation procedures
- 3
discuss, present, and critically evaluate practical issues in marketing communication using appropriate theories and terminologies.
Workload and teaching
- Workshops18 hours
- Teaching approachOnline 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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
Belch, G. E., Belch, M. A., Keer, G., and Powell, I., (2020), Advertising: An integrated marketing communication perspective, 4th edition, Mc-Graw Hill Australia, North Ryde.
Where it fits
MKF3461 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Dr Jiemiao Chen
Common questions
What are the prerequisites for MKF3461?
You need MKW2402, MKB2703, MKC2110 or MKF2111 before you enrol.
What can I take after MKF3461?
MKF3461 is a prerequisite or corequisite for 2 units, including MKF3621 and MKW3610. Those lead on to 3 units in all.
When is MKF3461 offered?
In 2020, 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?
Yes. The exam is worth 40% of the final mark, alongside 2 other tasks.
Which majors and minors include MKF3461?
MKF3461 is part of Public relations.