Postgraduate CUR-MMK610-2022
Integrated Global Communications
See how multi-national firms plan, develop and implement marketing communications programs for global brands. Investigate the challenges of marketing across different cultures and media. Explore essential strategies including targeting and positioning.
$3,536 $3,786
Your upfront cost: $0
Duration
13 weeks
Study method
100% Online
Available loans
- FEE-HELP
Assessments
100% online
Prior study
Not required
Start dates
- 29 Aug 2022
QS RANKING 2022
11
Times Higher Education Ranking 2022
17
Subject details
At the completion of this subject students will be able to:
- analyse, interpret, and visualize insights and recommendations from ‘real-world’ data sources
- apply concepts, models, and frameworks relating to consumer responses towards global and local brands
- evaluate and develop strategic campaigns to achieve important objectives aligned to the UN SDGs
- reflect upon the ethical and social outcomes of marketing communications in both personal and professional contexts
- collaborate effectively in a professional team environment
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- Evolution of IMC
- Segmenting, Targeting, Positioning
- Consumer Behaviour
- Paid Media 1
- Paid Media 2
- Owned Media 1
- Owned Media 2
- Earned Media 1
- Earned Media 2
- Measuring Effectiveness
- Unit Conclusion / Exam Preparation
In order to enrol in this subject, you must be accepted into one of the following degrees:
Core
- CUR-MMK-GCE-2022
Elective
- CUR-MAR-MAS-2022
Additional requirements
No additional requirements
Effective marketing communications are essential to achieving key business and societal outcomes. In the age of ubiquitous digital communications, an integrated approach that uses the entire suite of marketing communications tools is essential. In this subject, students’ critique and develop how, when, and where to utilize the range of integrated marketing communication tools available to support various marketing and societal outcomes. They investigate the ethical and responsible use of marketing communications across borders, cultures and communication platforms to evaluate ethical, social, and global perspectives. Evidently, this subject places a strong focus on evaluating marketing communications with respect to initiatives that contribute to the UN’s Sustainable Development Goals (SDGs) and Principles of Responsible Management Education (PRME). Through their assessments, students will analyse ‘real-world’ data sources and address ‘real-world’ cause-related movements, developing an integrated marketing communication campaign to achieve positive change. Learning is deepened through Authentic Assessments and reflecting upon the responsible and ethical usage of media both personally and professionally.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the Academic Integrity module.
- Campaign Execution Reflective Journal (25%)
- Data-Driven Critique (30%)
- Strategic Campaign Development (45%)
Current study term: 28 Aug 22 to 27 Nov 22
Textbooks are not required.