2008 Handbooks

This unit considers the role of communications in marketing strategy. Given a target customer, a product and a pricing strategy, together with decisions on specific distribution channels, a marketing communications program is necessary to persuade and inform distributors and customers of the company's marketing offer. The range of communications options available to an organisation is quite large and is increasing rapidly. Furthermore, the options are becoming quite specific in their application. It follows that a company's communication program is an important component of its strategy.

The unit BBA303 - Marketing Communications will be replaced by MKTG310 - Integrated Marketing Communications in 2009.

As BBA303 will no longer be offered from 2009, please choose MKTG310 instead of BBA303 - students can qualify with this unit as it contains the same course content and number of credit points.