Integrated Marketing Communication
Duration
- One Semester or equivalent
Contact hours
- 36 contact hours
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Corequisites
NilAims and objectives
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
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
IMC campaign evaluation and presentation (Group) 30-40%
Reflective Folio (Individual) 30-50%
IMC campaign evaluation and presentation (Individual) 30-40%
Reflective Folio (Individual) 30-50%
General skills outcomes
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• 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.