Integrated Marketing Communications
Your upfront cost: $0
- 20 Feb 2023
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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Our student advisors are here to guide you with:
- Enrolling and eligibility
- Fee and loan information
- Credit and recognition for prior learning
Upon successful completion of this subject, students should be able to:
- Analyse integrated marketing communications issues using relevant theories and concepts in a marketing campaign context.
- Apply selected integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
- Evaluate appropriate integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
- Create an integrated marketing communications campaign proposal using theories, concepts and contemporary tools.
- Present the integrated marketing communications campaign in oral and written form.
- Week 1- An overview of integrated marketing communications: Introduction to the subject
- Week 2- Environmental, regulatory and ethical issues:
- Week 3- Segmentation, targeting and positioning
- Week 4- The communications process and consumer behaviour
- Week 5- Endorsers and message appeals in advertising
- Week 6- IMC objective setting and budgeting
- Week 7- Traditional advertising media
- Week 8- Digital media: Online, mobile and app advertising
- Week 9- Social media
- Week 10- Direct marketing, CRM, and other media
- Week 11- Public relations, content marketing, viral marketing, and sponsorships
- Week 12- Packaging, point-of-purchase (POP) communications, and signage
You won't be able to enrol into this subject if you've already successfully completed or currently enrolled in the following subject(s) as they are considered anti-requisites due to the similarity of the content.
- TAS-BMA612-Integrated Marketing Communications (No longer available)
No additional 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.
- Multiple Choice Quiz (20%)
- Campaign Report and Video Pitch (55%)
- IMC Case Study (25%)
Current study term: 19 Feb 23 to 28 May 23
Check the learning management system (LMS) of your university for textbook details.