Course Title: Marketing Communication Strategy

Part A: Course Overview

Course Title: Marketing Communication Strategy

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1103

City Campus

Postgraduate

625H Economics, Finance and Marketing

Face-to-Face

Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020

Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1392

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2018 (All)

MKTG1392

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JulDec2018 (KP5)

MKTG1392

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2019 (KP1),

JanJun2019 (KP3)

MKTG1392

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JulDec2019 (KP5)

MKTG1392

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2020 (KP1),

JanJun2020 (KP3)

Course Coordinator: Associate Professor Constantino Stavros

Course Coordinator Phone: +61 3 9925 5531

Course Coordinator Email: con.stavros@rmit.edu.au

Course Coordinator Location: Building 80, Level 11


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study (can be taken at the same time or prior)
008994 - Marketing Management (MKTG1100/MKTG1390 or equivalent course code)
008995 - Consumer Behaviour (MKTG1101 or equivalent course code)


Course Description

This course emphasises a strategic planning perspective and provides a theoretical appreciation and practical understanding of the process of contemporary integrated marketing communications. A major focus of the course will be on communication techniques that lead to the establishment of strong brand equity.


Objectives/Learning Outcomes/Capability Development

.


On successful completion of this course you will be able to:

  1. Outline the components of the integrated marketing communications planning process and demonstrate the strategic interaction between these aspects and their relationship to the marketing plan.
  2. Critically assess and apply integrated marketing communication theories and practices to identify appropriate target audiences, suitable objectives, and contextually appropriate communication approaches that build brand equity.
  3. Design ethically appropriate creative messages that reflect suitable positioning and which affect (target audience) behaviour through interrelated marketing communication activities.
  4. Evaluate markets in various forms in order to identify strategically appropriate communication channels that permit effective media utilization and planning.


Overview of Learning Activities

The course is organised into a series of sessions that cumulatively build knowledge in the integration of strategic communication theory and practice. These sessions will encompass a dynamic mixture of various activities, which can include: lectures to deliver core underpinning knowledge; prescribed readings from textbooks and other sources; classroom activities, learning exercises and assessable work to provide links between theory and application. You are expected to be actively engaged in discussion, contribute experiences and perceptions and to constructively facilitate an engaging and collaborative learning environment.


Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. 


Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 25%
Linked CLOs: 2, 3, 4

Assessment Task 2: 25%
Linked CLOs: 2, 4

Assessment Task 3: 50%
Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.