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

Prerequisites
MKT10009 Marketing and the Consumer Experience

Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-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
TOTAL150

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
TOTAL150

Assessment

Type Task Weighting ULO's
Communication PlanGroup 30 - 40% 2,3,4 
Communication PlanGroup 30 - 40% 2,3,4 
Communication PlanGroup 30 - 40% 2,3,4 
Communication PlanGroup 30 - 40% 2,3,4 
PortfolioIndividual 40 - 60% 1,2,3,5 
PortfolioIndividual 40 - 60% 1,2,3,5 
PortfolioIndividual 40 - 60% 1,2,3,5 
PortfolioIndividual 40 - 60% 1,2,3,5 
PresentationIndividual 10 - 20% 1,3,4,5 
PresentationGroup 10 - 20% 1,3,4,5 
PresentationGroup 10 - 20% 1,3,4,5 
PresentationIndividual 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.