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

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2022 teaching periods

Swinburne Online

Teaching Period 3

Dates:
7 Nov 22 - 12 Feb 23

Results:
7 Mar 23

Last self enrolment:
20 Nov 22

Census:
2 Dec 22

Last withdraw without fail:
30 Dec 22

More teaching periods

2023 teaching periods

Hawthorn

HOL Study Period 4
Hawthorn

Higher Ed. Semester 1

Dates:
28 Nov 22 - 26 Feb 23

Results:
28 Mar 23

Last self enrolment:
11 Dec 22

Census:
19 Dec 22

Last withdraw without fail:
13 Jan 23

Dates:
27 Feb 23 - 28 May 23

Results:
4 Jul 23

Last self enrolment:
12 Mar 23

Census:
31 Mar 23

Last withdraw without fail:
14 Apr 23

Swinburne Online

Teaching Period 2

Dates:
10 Jul 23 - 8 Oct 23

Results:
31 Oct 23

Last self enrolment:
23 Jul 23

Census:
4 Aug 23

Last withdraw without fail:
25 Aug 23

Hawthorn

Higher Ed. Semester 2

Dates:
31 Jul 23 - 29 Oct 23

Results:
5 Dec 23

Last self enrolment:
13 Aug 23

Census:
31 Aug 23

Last withdraw without fail:
15 Sep 23


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