Course Title: Marketing Communications

Part A: Course Overview

Program: C6053

Course Title: Marketing Communications

Portfolio: BUS

Nominal Hours: 50.0

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG7198L	City Campus	TAFE	650T TAFE Business	Face-to-Face or Workplace

Course Contact: Elizabeth Eades

Course Contact Phone: +61 3 9925 5515

Course Contact Email: elizabeth.eades@rmit.edu.au

Course Description

The aim of this unit is to provide students with practical skills and knowledge regarding the communications component of the marketing mix. It will examine the following elements of the communication mix: advertising, sales promotion, public relations and publicity. Case studies and examples featuring “real world” situations will be referred to extensively during lectures and workshops to encourage critical thinking and develop student skills in applying concepts to new situations

Pre-requisite Courses and Assumed Knowledge and Capabilities

There are no pre-requisites for the course.  However, it is strongly recommended that students have completed BSBMKG504A - Establish and Adjust the Marketing Mix prior to attempting this course.

National Competency Codes and Titles

National Element Code & Title:	BSBMKG503A Develop a marketing communications plan
Elements:	Determine the marketing communications mix
	Develop marketing communication objectives
	Prepare an integrated marketing communications plan
	Set a promotional budget

Learning Outcomes

Overview of Assessment

Group Assessment - 40%
Case Study Analysis - Students will be provided a case that will require them to conduct a situation analysis of the case, profile the potential consumer base, evaluate and develop a position for the product or brand, and develop a fully integrated communication plan selecting appropriate media and messages.

2 x Individual Assessments totalling 60%
Development of a promotional brief - student will be required to develop a promotional brief as if they were briefing an advertising agency (20%)
Development of a communication plan -  students will be provided a promotional brief which they will need to respond to by developing a fully integrated communication plan (40%)