Subject details

  • Topics
    • Introduction to integrated marketing communications and communications strategy
    • Forms of communication and the communication process
    • Who to communicate to and what to communicate: segmentation and objectives
    • Industry roles in IMC
    • Advertising strategy and planning
    • Creative advertising and effective integration
    • Where to communicate: Media - Interactive and digital media
    • Media strategy, planning and buying
    • Other forms of IMC: Sales promotion, direct marketing, PR and publicity, sponsorship
    • Global campaigns and ethics
    • Campaign evaluation and budgets
  • Study resources
    • Print Materials
      • Welcome letter
    • Online Materials
      • Printable format materials

Students who successfully complete this subject will be able to:

  1. Demonstrate and apply integrated discipline and professional practice knowledge, including knowledge of relevant marketing communication research principles and methods
  2. Exercise creativity and intellectual independence in planning, designing, and executing marketing communication strategies
  3. Use information literacy skills and communicate effectively and professionally in written and oral forms appropriate for diverse purposes, contexts and audiences
  4. Apply teamwork knowledge and skills for effective collaboration across a range of activities and contexts
  5. Demonstrate and apply socially responsible behaviour in analysing and addressing integrated marketing communication issues and reflect on the impact of organisations in global business contexts.
  • Assignment 1 - Assignment — Individual (50-70%) (0%)
  • Assignment 2 - Project 1 - Group (10-20%) (0%)
  • Assignment 3 - Project 2 - Group (20-30%) (0%)

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

Entry Requirements

You must have successfully completed the following subject(s) before starting this subject:

Special requirements

No special requirements

The primary aim of this subject is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process, and the practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Please note: assessment values are indicative only, details will be advised at the start of the subject.

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