BX2082 - Marketing Communications

Credit points:	03
Year:	2008
Student Contribution Band:	Band 3
Administered by:	School of Business

This subject focuses on the promotional element of the marketing mix. The subject explores various processes and techniques relevant to the effective utilisation of the promotional mix and advocates the development of an integrated marketing communications (IMC) approach whereby the different communication tools available to the marketer are employed in a consistent and coordinated way so as to optimise their effectiveness in communicating with the desired target market audience. Key communication tools and avenues incorporated within the subject's coverage include: broadcast media; print media; the use of direct marketing; interactive media; sales promotion; public relations and publicity; and personal selling.

Learning Outcomes

• To develop an understanding of the role, and an appreciation of the merits of an IMC approach;
• To demonstrate an understanding of the development, planning and evaluation techniques and processes that underlie a successful IMC campaign;
• To develop an understanding of the role, functionality and issues associated with the use of the various promotional mix elements and how they can be utilised synergistically under an IMC approach;
• To gain the ability to develop and evaluate IMC campaigns.

Graduate Qualities

• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to find and access information using appropriate media and technologies;
• The ability to evaluate that information;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to speak and write clearly, coherently and creatively;
• The ability to communicate effectively with a range of audiences;
• The ability to lead, manage and contribute effectively to teams;
• The ability to work individually and independently;
• The ability to use online technologies effectively and ethically.

Inadmissible Subject Combinations:

MG3705 AND MG2705

Availabilities
Townsville, Internal, Study Period 1
Census Date 04-Apr-2008
Coordinator:	Mr Christian Ware
Lecturers:	Mr Christian Ware, Mrs Kylie Hoffensetz.
Contact hours:	40 hours workshops/Seminars - Hybrid session of three hours duration each week involving switch between lecture, tutorial style activities and student presentations as appropriate for given week of subject program.
Assessment:	end of semester exam (40% - 50%); quizzes or tests (15% - 20%); presentations (15% - 25%); assignments (20% - 30%).
Cairns, Internal, Study Period 2
Census Date 05-Sep-2008
Coordinator:	Mr Christian Ware
Lecturers:	Mr Christian Ware, Mrs Kylie Hoffensetz.
Contact hours:	40 hours workshops/Seminars - Hybrid session of three hours duration each week involving switch between lecture, tutorial style activities and student presentations as appropriate for given week of subject program.
Assessment:	end of semester exam (40% - 50%); quizzes or tests (15% - 20%); presentations (15% - 25%); assignments (20% - 30%).
JCU Singapore, Internal, Study Period 53
Census Date 28-Nov-2008
Coordinator:	Mr Christian Ware
Contact hours:	40 hours workshops/Seminars - Hybrid session of three hours duration each week involving switch between lecture, tutorial style activities and student presentations as appropriate for given week of subject program.
Assessment:	end of semester exam (40% - 50%); quizzes or tests (15% - 20%); presentations (15% - 25%); assignments (20% - 30%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.