Integrated Marketing Communication
Duration
- One Semester or equivalentThis unit will be delivered on-line in Semester 2 2020.
Contact hours
- 36 contact hours
2020 teaching periods
Hawthorn
| Higher Ed. Semester 2 | HOL Study Period 4 | |
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 3 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Corequisites
NilAims 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:
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
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Blended learning: Online content (12 x 1 hr per week),
Face to Face: Tutorials (12 x 2 hours)
Engaging with online content and discussions
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
IMC plan (Individual) 20-30%
IMC campaign evaluation and presentation (Group) 30-40%
Reflective Folio (Individual) 30-50%
IMC campaign evaluation and presentation (Group) 30-40%
Reflective Folio (Individual) 30-50%
Swinburne Online and Open Learning
IMC plan (Group) 20-30%
IMC campaign evaluation and presentation (Individual) 30-40%
Reflective Folio (Individual) 30-50%
IMC campaign evaluation and presentation (Individual) 30-40%
Reflective Folio (Individual) 30-50%
General skills outcomes
• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
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 (Integrated marketing communication)
• 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
• IMC campaign evaluation and budgets
• Forms of communication and the communication process
• Who to communicate to and what to communicate: segmentation and objectives
• Industry roles in IMC (Integrated marketing communication)
• 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
• IMC campaign evaluation and budgets
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.