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Subject details

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.
    • 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

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

SWI-MKT10007-Fundamentals of Marketing , or MON-MAR11, or SWI-MAR110, or GRF-MKT103-Introduction to Marketing


MKT10007 Fundamentals of Marketing or AVA10004.

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.

  • Assignment — Individual (50-70%)
  • Project 1 - Group (10-20%)
  • Project 2 - Group (20-30%)

Textbooks are not required.

Related degrees

undergraduate SWI-BUS-DEG-2018

Bachelor of Business

  • Bachelor of Business Core Subjects
  • Major in Advertising (this Major is currently in teach-out)
  • Major in Economics
  • Major in Finance
  • Major in Information Systems
  • Major in Marketing
  • Co-Major in Advertising (this Co-Major is currently in teach-out)
  • Co-Major in Economics (for Finance students)
  • Co-Major in Economics (not for Finance students)
  • Co-Major in Finance (cannot be taken with the Finance or Economics Major)
  • Co-Major in Finance (for Economics students)
  • Co-Major in Information Systems
  • Co-Major in Marketing (cannot be taken with the Marketing Major)

undergraduate SWI-CIS-DEG-2018

Bachelor of Business Information Systems

  • Core Subjects Information Systems
  • Major in Business Analysis
  • Major in Data Analytics
  • Co-Major in Economics
  • Co-Major in Marketing

undergraduate SWI-BBP-DEG-2018

Bachelor of Psychological Sciences

  • Major in Psychology
  • Co-Major in Sociology
  • Core Introductory

undergraduate SWI-BBS-DEG-2018

Bachelor of Behavioural Studies

  • Major in Psychological Studies
  • Co-major in Sociology