Postgraduate CUR-MMK610-2023

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.

Duration

13 weeks

Study method

100% Online

Available loans

FEE-HELP

Assessments

100% online

Prior study

Not required

Start your career with Curtin’s globally recognised courses and extensive industry connections. Through OUA, their online courses offer an interactive and collaborative learning experience that gets you the same degree as if you studied on campus. Curtin is a global university with a vibrant culture of innovation and collaboration and is ranked in the top one per cent of universities worldwide.

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2023

Subject details

What you'll learn

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

Topics covered

- 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

Entry requirements

In order to enrol in this subject, you must be accepted into one of the following degrees:

Additional requirements

No additional requirements

Description

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.

Assessments

Campaign Execution Reflective Journal (25%)
Data-Driven Critique (30%)
Strategic Campaign Development (45%)

Textbooks

For textbook details check your university's handbook, website or learning management system (LMS).