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Marketing Communications: Principles and Practice (9026.2)

Level: Level 1 - Undergraduate Introductory Unit
Credit Points: 3
HECS Bands:

Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication




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


    The unit introduces students to the multidisciplinary approach of marketing communications. This unit is intended for students and practitioners who wish to develop a knowledge-base, a skill-base, and overall ability in the marketing communications domain. The basic principles and interrelationships of advertising, public relations, sponsorships, personal selling, sales promotions, and interactive and internet marketing communications are the focus of this unit. This focus is considered within the broader context of markets, audiences, publics, and cultures, as well as theories of marketing communications and persuasion. This unit will guide participants to develop an integrated marketing promotion plan. To assist your learning process, any discussion of theory is fully supported by marketing communication examples.

    Learning Outcomes

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

    1. demonstrate a solid understanding of the basics of marketing communications and theory as applied to marketing communications;

    2. appreciate the various roles of marketing communications in contemporary society;

    3. demonstrate a preparatory knowledge of key trends within the field of marketing communications;

    4. demonstrate an understanding of the initial principles and practice of marketing promotion tools, primary and secondary research, and their applications;

    5. demonstrate developed written and oral communication skills.

    Contact Hours

    3 hrs per week





    Assumed Knowledge


    Incompatible Units

    Restrictions: This unit is not open to students who have passed 8122 Introduction to Professional Communication

    Equivalent Units

    8122 Introduction to Professional Communication

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