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Integrated Marketing Communication
Undergraduate | SWI-MKT20021 | 2023
Course information for 2023 intake
Build up brands using the elements of marketing communication.
Get an overview on publicity, sales promotion, public relations and direct marketing. Learn the ins and outs of advertising strategy and planning. Address budgeting and sponsorship.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Prior study needed
- Duration
- 13 weeks
HECS-HELP and FEE-HELP available
Integrated Marketing Communication
About this subject
Students who successfully complete this subject will be able to:
Describe the nature, principles and tools of integrated marketing communication and promotions management.
Develop analytical and creative skills necessary to prepare a marketing communications plan in a comprehensive and integrated manner in various business contexts.
Evaluate the aspects of integrated marketing communications including planning, designing, and executing marketing communication campaigns.
Work and communicate effectively as an individual or as part of a team across a range of activities and contexts.
Apply ethical principles and social considerations in making decisions relating to integrated marketing communication.
- 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 (Integrated marketing communication)
- 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
- IMC campaign evaluation and budgets
This subject aims to introduce the nature and principles of integrated marketing communications to promote brand success. The subject introduces systematic approaches to setting marketing communications goals, identifying relevant target audiences, designing and testing creative communication campaigns, and evaluating campaign results. Students will develop a deep understanding of marketing communication tools such as advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment. Students will be able to develop an effective integrated marketing communication plan from an advanced viewpoint based on theory, contemporary practices, and research.
- IMC plan - Group (20-30%)
- IMC campaign evaluation and presentation - Individual (30-40%)
- Reflective Folio - Individual (30-50%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
SWI-MKT10007 (Not currently available)
MON-MAR11 (Not currently available)
SWI-MAR110 (Not currently available)
GRF-MKT103-Introduction to Marketing (no longer available)
Others
In addition to MKT10007 students may also have completed AVA10004 if applicable.
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.
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