MKTG202 - Marketing Communications: Engaging Stakeholders
Teaching Organisation 3 hours per week for twelve weeks or equivalent
This unit examines marketing communications as one of the critical marketing mix elements and its central role to make organisations, goods and services known to potential customers and other stakeholders. While this unit explores advertising (often a leading element in the ‘communications mix’), it also investigates other communications mix elements, such as direct marketing communications, sales promotions, public relations and personal selling. The unit examines the challenges in creating successful communications to reach and influence stakeholders, and the challenges in evaluating the success of such communications. It provides students with an understanding of how organisations communicate effectively with customers and other stakeholders.
The aim of the unit is to provide students with an understanding of how marketer engage stakeholders, including customers, through effective communication strategies and tools. The skills developed in this unit complement the theoretical and practical skills developed in related marketing units.