Integrated Marketing Communications
MAR230
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
The marketing communications industry is a major sector of marketing. This unit explores the various promotional strategies utilised by marketers. It provides insights into how to adapt advertising, media, event management, public relations, sales promotion and direct marketing policy and techniques to achieve campaign objectives and facilitate their effective implementation.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Mandatory prerequisites
You must have successfully completed the following unit(s) before starting this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Assessment
- Assignment 1 — (15%-25%)
- Assignment 2 — (30%-40%)
- Invigilated Exam — (40%-50%)
Learning Outcomes
At the completion of this unit students will begin to develop the following key generic skills:
- teamwork skills
- analysis skills
- problem solving skills
- communications skills
- ability to tackle unfamiliar problems
- ability to work independently.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Knowledge of the Integrated Marketing Communication (IMC) process |
| 2 | Planning of the communications budget |
| 3 | Functions of an advertising agency |
| 4 | Knowledge of media types and capabilities |
| 5 | Knowledge of the public relations and publicity (PR) function |
| 6 | Knowledge of sales promotion objectives and practices |
| 7 | Knowledge of direct marketing objectives and practices |
| 8 | Knowledge of international advertising needs and limitations |
| 9 | Evaluating the effectiveness of the overall communication strategy |
| 10 | Development of an integrated marketing communications plan |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Welcome Letter
Online materials
- Printable format materials
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is a core requirement in the following courses:
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Business, Swinburne University of Tnlgy
- Bachelor of Arts (Internet Communications), Curtin University
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
