Postgraduate | TAS-BMA736 | 2024
Integrated Marketing Communications
Course information for 2024 intakeView information for 2023 course intake
Integrated Marketing Communications
About this subject
Upon successful completion of this subject, the student 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 - Introduction to the Subject. Overview of Assessment
- 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
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 Quizzes x 10 (20%)
- Campaign Report and Video Pitch (55%)
- IMC Case Study (25%)
For textbook details check your university's handbook, website or learning management system (LMS).
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To enrol in this subject, you must be admitted into a degree.
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 (Not currently available)
No additional requirements
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.