Enrolments: 285,779

Master Degree and Graduate Certificate Course Enrolments: 7,138

The total number of Master degree and Graduate Certificate enrolments since Charles Sturt University and IT Masters launched our first qualification in 2003.

Short Course Enrolments: 278,641

The total number of enrolments in our free short courses that we offer as a ‘taster’ of what it is like to study via Distance Education with Charles Sturt University.

Archive

MKT570

Abstract

Planning, developing and implementing an Integrated Marketing Communication (IMC) strategy is vital for organisations. This subject will examine how the IMC process creates and enhances relationships with customers and other stakeholders by strategically controlling and influencing messages communicated to these groups. From a practical perspective, students will be exposed to a range of evolving communication tools and the issues that practitioners would consider in applying these tools in specific marketing contexts.

MKT570 – Integrated Marketing Communications will cover the following topics:

  • (Integrated) Marketing Communication uncovered
  • Evolution of marketing communication
  • Communication processes
  • Communication with consumers and stakeholders – the narrowcast opportunity
  • IMC Planning – communication possibilities for marketers
  • Communication tools: advertising, public relations, direct and interactive marketing, personal selling, sales promotion
  • Media opportunities – online, offline, paid, earned
  • Evaluation and measurement
  • Integrated Communication strategy

Assessment

  1. IMC Situation Analysis (1000 words – 10%)
  2. Building the IMC Agenda (2500 words – 25%)
  3. Development of the IMC Program (2500 words – 25%)
  4. The IMCPlan and Video Presentation (3500 words – 40%)

Subject Availability

Session 2 (July)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.