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Integrated Global Communications
Postgraduate | CUR-MMK610 | 2024
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.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 13 weeks
FEE-HELP available
Integrated Global Communications
About this subject
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
- 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
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 Integritymodule.
- Campaign Execution Reflective Journal (25%)
- Data-Driven Critique (30%)
- Strategic Campaign Development (45%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- 15
Entry requirements
To enrol in this subject, you must be admitted into a degree.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.