Home / Courses
Creative Communications in Marketing
UoS Code MKTG6006
Credit points 6
Offered Semester 1 and Semester 2
Prerequisites MKTG5001
Corequisites
Prohibitions
Assumed Knowledge
Additional Information
Lectures 3 hrs per week
Assessment Individual participation; One individual assignment; One midterm exam; One group project; One final exam
Description The nineties saw a shift in the focus of creative communication decisions from the traditional advertising agencies to specialist creative services providers. Alternative ways to produce, implement and monitor creative communications have been developed. This unit explores changes that have taken place and focuses on new principles of developing and evaluating creative communications, which traditional advertising agencies have been slow to recognise and respond to. Topics include: developments in media/ modes of delivery; implications of the shift from ownership towards access; the role of the visual in cross marketing; attitudinal monitoring; and issues related to client relationship.