The course explains the role of marketing communications and presents the marketing communications tools that can be used in an Integrated Marketing Communications (IMC) campaign, including emerging communication tools. The course details the process that should be followed from the situation analysis to the evaluation of the IMC campaign.

Lectures: 2hrs lectures x 11 weeks in semester one and 4 x 2hrs lectures in semester two.
Tutorials: 2hrs tutorials x 3 in semester one, one x 2 hours in semester two.

Please refer to MyCampus for timetable

None.

Not Applicable.

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non-Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

The aims of this course are:

■ to recognise the role of integrated marketing communications (IMC) in the marketing process.

■ to provide an understanding of the processes that underpin communications as integral to the creation of effective marketing activities.

■ to analyse and reflect the changes in the world of marketing communications in today's business world.

By the end of the course the students will be able to:

1. Critically evaluate the role of integrated marketing communications (IMC) in marketing.

2. Construct a situation analysis that can be used for the development of an IMC programme.

3. Develop and argue the objectives, budgetary and resources required for IMC programmes.

4. Select appropriate marketing communication methods for particular scenarios.

5. Evaluate various marketing communication tools and assess their ability to contribute to the achievement of the IMC objectives.

6. Select creative and media planning strategies to inform the IMC campaign design and development.

7. Identify and discuss effectiveness measurement issues and ethical considerations associated with IMC strategies and programmes.

8. Construct integrated marketing communication (IMC) plans via a clear, effective, and structured group project in collaboration with peers and an individual report.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.