Overview

Integrated marketing communication, the application of contemporary communication theories, marketing communications strategies and planning, advertising and media planning, sales promotion and online marketing communication, public relations and exhibitions, branding and sponsorship, point of purchase communications and personal selling, and the implementation and evaluation of integrated marketing communications strategy.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

-good -B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

-excellent -A- to A+ (70%+): Outstanding Performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Compare and apply the tools and techniques used by marketers in developing marketing communications.

• Develop a creative integrated marketing communication plan.

• Evaluate the theories and principles underlying marketing communication practice.

• Examine various media and their characteristics and set media objectives as part of the integrated marketing communication plan.