Overview

This unit explores the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a contemporary and digital environment.

Requisites

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply advanced and coherent knowledge of the managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity
  • Apply problem solving, design and decision making processes to construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives
  • Critically evaluate the fundamentals of Integrated Marketing Communications (IMC) to set a marketing communication budget and allocate resources to the communication elements within this budget
  • Apply advanced and coherent knowledge of IMC methods to plan and execute relevant input towards creative and media strategy
  • Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a team

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class		2.00 12 weeks 24
Online
Lecture		1.00 12 weeks 12
Unspecified Activities
Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
Applied ProjectGroup 50 - 60% 1,2,3,4,5 
Assignment 1Individual 40 - 50% 1,2,3,5 

Content

  • Brands & the role of integrated marketing communication (IMC)
  • IMC Planning
  • Communication theory and process
  • Target audiences
  • Brand positioning
  • Creative strategy and execution
  • Media choices, strategy, planning and budgeting
  • IMC components
  • Global and ethical issues
  • Measuring performance

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.