Integrated Marketing Communication
Overview
This unit aims to introduce the nature and principles of integrated marketing communications to promote brand success. The unit introduces systematic approaches to setting marketing communications goals, identifying relevant target audiences, designing and testing creative communication campaigns, and evaluating campaign results. Students will develop a deep understanding of marketing communication tools such as advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment. Students will be able to develop an effective integrated marketing communication plan from an advanced viewpoint based on theory, contemporary practices, and research.
Requisites
Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing
27-October-2024
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Describe the nature, principles and tools of integrated marketing communication and promotions management
- Develop analytical and creative skills necessary to prepare a marketing communications plan in a comprehensive and integrated manner in various business contexts
- Evaluate the aspects of integrated marketing communications including planning, designing, and executing marketing communication campaigns
- Work and communicate effectively as an individual or as part of a team across a range of activities and contexts
- Apply ethical principles and social considerations in making decisions relating to integrated marketing communication
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online and OUA
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Communication Plan | Group | 30 - 40% | 2,3,4 |
| Communication Plan | Group | 30 - 40% | 2,3,4 |
| Communication Plan | Group | 30 - 40% | 2,3,4 |
| Communication Plan | Group | 30 - 40% | 2,3,4 |
| Portfolio | Individual | 40 - 60% | 1,2,3,5 |
| Portfolio | Individual | 40 - 60% | 1,2,3,5 |
| Portfolio | Individual | 40 - 60% | 1,2,3,5 |
| Portfolio | Individual | 40 - 60% | 1,2,3,5 |
| Presentation | Individual | 10 - 20% | 1,3,4,5 |
| Presentation | Group | 10 - 20% | 1,3,4,5 |
| Presentation | Group | 10 - 20% | 1,3,4,5 |
| Presentation | Individual | 10 - 20% | 1,3,4,5 |
Content
- Introduction to integrated marketing communications and communications strategy
- Forms of communication and the communication process
- Who to communicate to and what to communicate: segmentation and objectives
- Industry roles in IMC
- Advertising strategy and planning
- Creative advertising and effective integration
- Where to communicate: Media - Interactive and digital media
- Media strategy, planning and buying
- Other forms of IMC: Sales promotion, direct marketing, PR and publicity, sponsorship
- Global campaigns and ethics
- Campaign evaluation and budgets
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.