Integrated Marketing Communication

MKT20021 12.5 Credit Points Hawthorn, Online, Sarawak Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent


     

Contact hours

  • 36 contact hours

2021 teaching periods

Hawthorn

Higher Ed. Semester 1 Higher Ed. Semester 2

Dates:
1 Mar 21 - 30 May 21

Results:
6 Jul 21

Last self enrolment:
14 Mar 21

Census:
31 Mar 21

Last withdraw without fail:
16 Apr 21

Dates:
2 Aug 21 - 31 Oct 21

Results:
7 Dec 21

Last self enrolment:
15 Aug 21

Census:
31 Aug 21

Last withdraw without fail:
17 Sep 21
More teaching periods
HOL Study Period 4

Dates:
29 Nov 21 - 27 Feb 22

Results:
29 Mar 22

Last self enrolment:
12 Dec 21

Census:
20 Dec 21

Last withdraw without fail:
14 Jan 22

Swinburne Online

Teaching Period 2

Dates:
5 Jul 21 - 3 Oct 21

Results:
26 Oct 21

Last self enrolment:
18 Jul 21

Census:
30 Jul 21

Last withdraw without fail:
20 Aug 21

Prerequisites

or

Corequisites

Nil

Aims and objectives

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.
 
Students who successfully complete this unit will be able to:
 
1. Describe the nature, principles and tools of integrated marketing communication and promotions management
2. Develop analytical and creative skills necessary to prepare a marketing communications plan in a comprehensive and integrated manner in various business contexts
3. Evaluate the aspects of integrated marketing communications including planning, designing, and executing marketing communication campaigns
4. Work and communicate effectively as an individual or as part of a team across a range of activities and contexts
5. Apply ethical principles and social considerations in making decisions relating to integrated marketing communication