5762 (v.7) Global Marketing Communications 564

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Lecture:

1 x 3 Hours Weekly

Syllabus:

A broad foundation to globalisation and the communications process and examines topics such as advertising, media, creative strategy, direct marketing, sales promotions, marketing public relations and support media.

Unit Outcomes:

On successful completion of this unit students will have- Become introduced to: various elements of marketing comunications and how these components combine to effectively meet the objectives of thhe organisation; global marketing comunications; branding, segementation and position; advertising function including creative and media strategies; other equally important marketing communications functions, including direct marketing, sales promotions, public relations, sponsorship and event marketing; marketing communications and stakeholder orientation; new initiatives in marketing communications, such as the world wide web, mobile phone commerce, smart cards ect.; assessing the effectiveness of a marketing communications campaign.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Batra, R., Mayers, J.G. and Aaker, D.A. (1996). Advertising Management. (third edition). New Jersey, Prentice Hall. Bovee, C.L., Thill, J.V., Dovel, D.P. and Wood, M.B. (1995). Advertising Excellence. New York, McGraw Hill. Engel, J., Warshaw, M. and Kinnear, T. (1994). Promotional Strategy, Management the Marketing Communications Process. (eighth edition). USA, McGraw Hill. Russel, J.T. and Lane, W.R. (1996). Kleppner's Advertising Procedure. (thirteenth edition). New Jersey, Prentice Hall. Shimp, T.A. (2000). Advertising, Promotion and Suppplemental Aspects of Integrated Marketing Communications. (fifth edition). USA, Dryden Press. Wells, W., Burnett, J. and Moriarty, S. (1995). Advertising Principles and Practice. (third edition) . New Jersey, Prentice Hall.

Unit Texts:

Belch, G.E. and Belch, M.A. (2001). Advertising and Promotion: An Intergraded Marketing Communications Perspective. (fifth edition). Boston, McGraw Hill. http://www.mhhe.com/business/marketing/belch5e

Unit Assessment Breakdown:

Students must have acheived an overall pass grade in excess of 50% to pass the unit. Individual Assignment 30%, Participation in Group Work and Case Studies 20%, Online Quizzes 20%, Examination 30%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 2	Y
2004	Bentley Campus	Short Period 4	Y
2004	Mktg Inst of S'pore	Trimester 1A	Y
2004	Mktg Inst of S'pore	Trimester 3A	Y