Integrated Marketing Communications

MKT20014, formerly LBM204 12.5 Credit Points Hawthorn


  • One semester

Contact hours

  • 36 hours over the teaching period

Aims and objectives

The marketing communications industry is a major sector of Marketing. This unit explores the various promotional strategies utilised by marketers. It provides insights into how to adapt advertising, media, event management, public relations, sales promotion, and direct marketing policy and techniques to achieve campaign objectives and facilitate their effective implementation.

Courses with unit

This unit has been replaced by MKT20021 Integrated Marketing Communication from Semester 1, 2015

Please note that unit codes have changed from 2014. Please ensure that you check the unit entry for the correct 2014 unit code.