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Managing the marketing organisation's communications with customers is an important function of a successful business. The marketing communication function is a promotional element of the marketing mix that plays an important role in communicating the marketing organisation鈥檚 offerings to target audiences. This course builds on the knowledge acquired in foundation marketing courses and will be beneficial to all Business and Communications students. Effective marketing communications are essential for business success. This communication element of the marketing mix is focused on the creation, implementation and measurement of communication that is aimed at an organisation鈥檚 target markets.

This course addresses the marketing communication elements of the marketing mix. The focus is upon developing an integrated marketing communication mix which presents a clear and consistent message to the marketing organisation's customer base. The various elements in the integrated marketing communications mix that include advertising, sales promotion, public relations, personal selling, direct marketing and internet marketing are examined. In this course, students will learn how to develop, implement and evaluate marketing communication plans.

On successful completion of this course students should be able to:

1. synthesise marketing communication knowledge, concepts, theories, principles and processes;
2. communicate clearly and concisely in presenting relevant marketing communication knowledge and ideas to a range of audiences;
3. apply marketing communication related knowledge and technical skills to resolve problems and make ethical decisions across a range of institutional, national and global contexts;
4. use initiative, creativity and judgement to plan and implement marketing communication related professional projects.