MKW2460 Integrated marketing communication
Faculty of Business and Economics
MKW2460 Integrated marketing communication is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Malaysia. It needs MKW1120 and MKW2402 and unlocks 4 units, leading on to 5 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKW2460
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW2460
4 units list MKW2460 as a prerequisite or corequisite.
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
demonstrate a detailed understanding of the marketing communication strategies used to build brands
- 2
understand and apply marketing communication functions
- 3
analyse and apply the marketing communication processes as they apply to specific targets
- 4
analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective
- 5
determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.
Workload and teaching
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.
Where it fits
MKW2460 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Dr Ghazala Khan
Common questions
What can I take after MKW2460?
MKW2460 is a prerequisite or corequisite for 4 units, including MKF3621, MKS3881, MKW3000 and MKW3610. Those lead on to 5 units in all.
When is MKW2460 offered?
In 2020, MKW2460 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW2460?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW2460 have an exam?
No. MKW2460 has 1 assessment task and no exam.
Which majors and minors include MKW2460?
MKW2460 is part of Strategic marketing.