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. -- Course Website
Instructor: Ms Angela Higgins
Prerequisites: Students must have passed one of MKW1120 or MKG1120 and one of MKW2402 or MKG2402 before undertaking this unit.
