This unit focuses on advanced marketing communication theory and makes essential connections with professional practice. It teaches the competencies necessary to strategically manage communications across a range of practical and challenging communication scenarios. Topics derive from influential theoretical and research perspectives of human communications, and scholarly thinking about the actual practice of marketing communication in various industry contexts. The unit will equip students with the theoretical underpinning and critical tools to facilitate strategic thinking, planning and decision making, ensuring acquisition of key skills in the marketing communications industry.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Investigate contemporary paradigms, theory and practices in marketing communication based on peer reviewed academic research and industry examples;
2. Critically analyse, reflect on and synthesise key theories and models in the field of marketing communication;
3. Construct innovative and skilled marketing communication strategies via advanced analysis of audience engagement behaviours; and
4. Appraise the efficacy of marketing communications skills and strategies across diverse industries.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

9105 Advanced Marketing Communication Theory PG

Assumed knowledge

None.