Integrated Marketing Communications
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Australia’s fourth oldest university, the University of Tasmania, is highly regarded internationally for teaching and academic excellence. The university offers more than 100 undergraduate degrees and more than 50 postgraduate programs across a range of disciplines. The university offers students a diverse range of opportunities, the chance to learn from leading experts, and excellent preparation for their future careers.
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Upon completion of this subject, the student should be able to:
- Demonstrate knowledge of the theories and concepts of integrated marketing communications (IMC) and their application to practice.
- Use theory and independent research to analyse contemporary IMC issues.
- Communicate an understanding of IMC theory and practice.
- Environmental, regulatory, and ethical issues:
- Segmentation, targeting, and positioning
- The communications process and consumer behavior
- Endorsers and message appeals in advertising objective setting and budgeting
- Traditional advertising media
- Digital media: Online, mobile and app advertising
- Chapter 14 Social media
- Direct marketing, CRM, and other media
- Public relations, content marketing, viral marketing, and sponsorships
- Packaging, point-of-purchase (POP) communications, and signage
Available as "Open Access" with the requirement of a Bachelors degree.
No special requirements
Integrated Marketing Communications (IMC) covers the general area of marketing communications with a focus on advertising and promotion at an advanced level. IMC rests upon the management of media and other tools which can be used to deliver marketing messages in an effective and integrated way, while achieving marketing, communications and broader organisational objectives. The subject focuses on an approach to marketing communications that considers how the integration of messages can achieve greatest impact, primarily through the coordinated use of a range of marketing communication tools. In this regard, the subject looks at the creation, selection and execution of consistent marketing messages for an organisation to communicate across its various communication and marketing platforms. An IMC approach considers the strategic use of a range of traditional media, as well as digital and social media. The subject content is placed in the context of more general IMC issues faced by organisations of all sizes including branding, planning, budgeting, coordination and delivery messages, and media management. Students will find that an advanced understanding the complexities of IMC and its various aspects will stand them in good stead for being able to make effective marketing and general business decisions.
- Test or Quiz (20%%)
- Pitch (55%%)
- Case Study (25%%)