Subject details

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

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

  • Topics

    • 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

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

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.

  • Post Entry Language Assessment [PELA] (Non-Marked%)
  • Collaborative Presentation (15%)
  • Critical Review (50%)
  • Invigilated Exam (35%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.

View textbooks

Related degrees

postgraduate CUR-MMK-MAS-2019

Master of Marketing