Integrated Communication Campaigns (6813.5)

Availability

Availability

This unit is no longer offered. Information may be available for Units in the following years:

• Version 4 - Start Date: 01/01/2010 End Date: 31/12/2010
• Version 1 - Start Date: 01/01/2006 End Date: 31/12/2006
• Version 2 - Start Date: 01/01/2007 End Date: 31/12/2008
• Version 5 - Start Date: 01/01/2011 End Date: 31/12/2012
• Version 3 - Start Date: 01/01/2009 End Date: 31/12/2009

Syllabus

A capstone unit designed for final year advertising /marketing communication students; is concerned with the creation, execution and evaluation of integrated communication campaigns, the recognised foundation for building brand relationships and brand equity. Industry trends advocate the cross functional process of integration as a more effective, efficient way of communicating with selected target audiences. This approach incorporates many channels including those considered mainstream, direct channels and emerging media. The subject aims to combine the theory of integrated communication with practical solutions for managing brand campaigns. The subject will be taught with lectures, workshops and case studies.

Learning Outcomes

1. At the conclusion of this subject students will be able to: develop integrated marketing communication campaign recommendations, incorporating a range of communication channels; use account management strategies and tactics that meet objectives and contribute to improved brand perception and brand experience.

Contact Hours

3.5 hours per week.

Prerequisites

Introduction to Professional Communication and Professional Communication Practice.