ABSTRACT
The Marketing Communications unit provides the skills and knowledge that enable marketers
to manage marketing communications and brand support activities within organizations. It
provides students with an understanding of the concepts and practice of promotional activity
at an operational level. Although reference is made to relevant strategic issues in order to
provide a relevant context for learning, the focus is primarily on creating applied co-ordinated
promotional activities, campaign development and the management of relationships with a
variety of stakeholders, particularly customers and members of marketing channels.
