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Integrated Marketing Communication
Undergraduate | SWI-MKT20021 | 2019
Course information for 2019 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:
- Demonstrate and apply integrated discipline and professional practice knowledge, including knowledge of relevant marketing communication research principles and methods
- Exercise creativity and intellectual independence in planning, designing, and executing marketing communication strategies
- Use information literacy skills and communicate effectively and professionally in written and oral forms appropriate for diverse purposes, contexts and audiences
- Apply teamwork knowledge and skills for effective collaboration across a range of activities and contexts
- 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
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%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- 14
Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
- SWI-MKT10007-Fundamentals of Marketing
MON-MAR11 (Not currently available)
SWI-MAR110 (Not currently available)
- GRF-MKT103-Introduction to Marketing
Others
MKT10007 Fundamentals of Marketing or AVA10004 Aviation Marketing
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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