Postgraduate CUR-MMK610-2019

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

Student rating

N/A

Study method

100% online

Available loans

FEE-HELP

Assessments

Subjects may require attendance

Prior study

Not required

Study terms

26 Aug 2019

Start your career with Curtin’s globally recognised courses and extensive industry connections. Through OUA, our 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.

University ranking

Subject details

What you'll learn

At the completion of this subject students will be able to:

analyse the evolution of contemporary global marketing communications campaigns across cultures and communication media
evaluate nuanced consumer behaviours of global brands, including culturally significant groups and behaviours, through the effective implementation of segmentation, targeting, and positioning strategies
analyse industry sourced Paid, Owned and Earned global marketing communications strategies and tactics, with a focus on digital and emerging techniques
formulate critical review with effective synthesis and application of sophisticated marketing concepts

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
Study resources
- Instructional methods
  - Standard Media
  - Online Quizzes/Tests
  - Online assignment submission
  - Web links
  - Podcasting/Lecture capture
  - Chat Rooms
  - Discussion forum/Discussion Board
  - Embedded Multimedia
  - Audio/Video conferencing
- Online materials
  - Printable format materials
  - Online Assessment
  - Resources and Links

Entry requirements

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

Core

CUR-MMK-MAS-2019

Special requirements

No special requirements

Description

This subject is designed to provide an overview of the current developments and management of global and multi-national marketing communications programs. The focus is on how those firms plan, develop and implement marketing communication programs to support various sales and marketing initiatives both nationally, regionally and globally. We will investigate the various alternatives and challenges of marketing communications across borders, across cultures
and across communication systems. The subject includes all aspects of marketing communications.

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

Data-Driven Critique (25%)
Strategic Campaign Development (40%)
Invigilated Exam (35%)

Textbooks

Current study term (25 Aug 19 to 24 Nov 19)

Textbook information is pending.

Related degrees

postgraduate CUR-MMK-MAS-2019

Master of Marketing