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Details for MKT251 Marketing Communication

Exploring how organisations connect with their audiences, this subject delves into the complexities of marketing communication strategies, providing insights into mass communication, media planning, and the digital revolution, including social media. Students will learn to critically analyse various communication theories, design impactful messages, and create an effective media mix tailored to specific target audiences.

Quick Stats

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT251
  • Credit points: 10

Subject Coordinator

Pratima Durga

Prerequisite

The following courses are prerequisites:

  • At least 40 credit points, including MKT101—Foundations of Marketing

Unit Content

Outcomes

  1. Analyse all facets of the marketing communication process and demonstrate an ability to apply this understanding to real life solution;
  2. Examine key marketing communication theories and strategies;
  3. Discuss the challenges and dilemmas of marketing communication. This includes: mass communication;working with creative agencies;media planning and strategy; public relations and publicity; measuring effectiveness; the digital revolution and social media;
  4. Analyse the strengths and weaknesses of different communication vehicles;
  5. Demonstrate an ability to design messages in such as way that they maximise the strength of the medium;
  6. Design a suitable media mix and strategy for a specific message to a defined target audience

Subject Content

This course may be offered in the following formats

  • Face-to-Face (onsite)
  • Distance/E-Learning (online)
  • Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Forum Postings (20%)
  • Group Presentation (50%)
  • Exam (30%)

Prescribed Text