Integrated Global Communications

• • 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-2023

Elective

• CUR-MAR-MAS-2023

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: 26 Feb 23 to 28 May 23

Next study term: 27 Aug 23 to 26 Nov 23