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Advanced Marketing Communication Theory PG (9105.5)

Level: Postgraduate Level
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications

Availability

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 1, 2019, ONLINE, BRUCE (191041) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (191042) - View
  • Semester 1, 2018, ONLINE, BRUCE (176532) - View
  • Semester 1, 2017, ONLINE, BRUCE (170841) - View
  • Semester 1, 2017, ON-CAMPUS, BRUCE (170842) - View
  • Semester 1, 2016, ONLINE, BRUCE (154599) - View
  • Semester 1, 2016, ON-CAMPUS, BRUCE (154600) - View
  • Semester 1, 2015, ONLINE, BRUCE (142607) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.

Syllabus

This unit focuses on communication theory that is relevant to marketing communication and on marketing communication theory. The unit begins with an overview of the development of ideas about communication, involvement and motivation; it moves on to the micro level with a detailed examination of human, and specifically consumer information processing, including the role attention and memory, emotion and affect, attitudes and behaviour change models and how these various aspects impact on marketing communication. The final section of the unit examines consumer judgement and decision making and concludes with a look at how these theories are applied in various industry contexts including profit, not for profit and government.

Learning Outcomes

On completion of this unit, students will be able to:

1. analyse critically, reflect on and synthesise key theories and models in the field of marketing communication;

2. produce an analysis of a marketing communication theory or model based on peer reviewed academic research;

3. analyse critically various models and theories of behaviour and attitude change;

4. research and apply marketing communication theories and models to a variety of industry situations including profit, not for profit and government.

Assessment Items

Contact Hours

Expected online engagement - 3 hours per week.

Prerequisites

None

Corequisites

None

Assumed Knowledge

None

Incompatible Units

Restrictions: This unit is not open to students who have passed 7738 Marketing Communication Theory PG.

Equivalent Units

7738 Marketing Communication Theory PG


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