units

MKW2460

Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Dr Lin Yang

Offered

Malaysia

  • First semester 2016 (Day)
  • Second semester 2016 (Day)

Synopsis

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.

Outcomes

The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the marketing communication strategies used to build brands
  2. understand and apply marketing communication functions
  3. analyse and apply the marketing communication processes as they apply to specific targets
  4. analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective
  5. determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.

Assessment

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Prerequisites

Students must have passed two units from the following: MKG1120 or MKW1120 and MKG2402 or MKW2402 before undertaking this unit.

Prohibitions

MKC3460, MKF3461, MKW2211, MKG2460