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

Hawthorn

Higher Ed. Semester 1		 Hawthorn

Higher Ed. Semester 2

Dates:
28 Feb 22 - 29 May 22

Results:
5 Jul 22

Last self enrolment:
13 Mar 22

Census:
31 Mar 22

Last withdraw without fail:
15 Apr 22

Dates:
1 Aug 22 - 30 Oct 22

Results:
6 Dec 22

Last self enrolment:
14 Aug 22

Census:
31 Aug 22

Last withdraw without fail:
16 Sep 22
More teaching periods
Hawthorn

HOL Study Period 4

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
Swinburne Online

Teaching Period 1		 Swinburne Online

Teaching Period 3

Dates:
14 Mar 22 - 12 Jun 22

Results:
5 Jul 22

Last self enrolment:
27 Mar 22

Census:
8 Apr 22

Last withdraw without fail:
29 Apr 22

Dates:
7 Nov 22 - 5 Feb 23

Results:
28 Feb 23

Last self enrolment:
20 Nov 22

Census:
2 Dec 22

Last withdraw without fail:
23 Dec 22

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