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Macquarie University

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Integrated Marketing Communications

  • MKTG204
  • 3
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This unit is designed to introduce students to the marketing communication process and the role and importance of communication as a strategic element of the marketing mix. The unit introduces major concepts in marketing communications. The main topics covered include: an introduction to marketing communications; elements of marketing communication (including advertising, consumer and sales promotions, personal selling and public relations); principles of brainstorming and creativity; marketing communication effectiveness; marketing communication objective setting; and ethics. The major learning outcome from the unit is for students to develop skills and practical knowledge in selecting... -- Course Website

Instructor: Associate Professor Lawrence Ang

Prerequisites: MKTG101 



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