Integrated Marketing Communications
PostgraduateTAS-BMA6122022
Course information for 2022 intake
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Integrated Marketing Communications
About this subject
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.
- 1. Week 1
- 1.1) Chapter 1 : An overview of integrated marketing communications:
- 1.2) Introduction to the Unit
- 1.3) Ice-breaker activities
- 1.4) Overview of Assessment
- 2. Week 2
- 2.1) Chapter 4 Environmental, regulatory and ethical issues:
- 3. Week 3
- 3.1) Chapter 5 Segmentation, targeting and positioning
- 4. Week 4
- 4.1) Chapter 6 The communications process and consumer behaviour
- 5. Week 5
- 5.1) Chapter 11 Endorsers and message appeals in advertising
- 6. Week 6
- 6.1) Chapter 8 IMC objective setting and budgeting
- 7. Week 7
- 7.1) Chapter 12 Traditional advertising media
- 8. Week 8
- 8.1) Chapter 13 Digital media: Online, mobile and app advertising
- 9. Week 9
- 9.1) Chapter 14 Social media
- 10. Week 10
- 10.1) Chapter 15 Direct marketing, CRM, and other media
- 11. Week 11
- 11.1) CHAPTER 21
- 11.2) Public relations, content marketing, viral marketing, and sponsorships
- 12. Week 12
- 12.1) CHAPTER 22
- 12.2) Packaging, point-of-purchase (POP) communications, and signage
- 13. Week 13
- 13.1) n/a
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%)
- IMC Case Study (25%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
To enrol in this subject, you must be admitted into a degree.
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.