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UNIT CODE: DMC208

INTEGRATED MARKETING COMMUNICATIONS

UNIT DESCRIPTION

This unit focuses on the coordination and integration of all marketing communication tools within an organisation (advertising, public relations, sales promotions, digital and social media, events and sponsorships, personal selling, etc.) to maximise the impact on customers and stakeholders. Specifically, students will consider internal and external communications, traditional and new media planning, and be able to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, student presentations, independent student research and blended learning.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

OVERVIEW

Award Course

Bachelor of Business

Bachelor of Communications & Media

Area

Digital Media & Communications

Unit Duration

12 Weeks

Weekly Attendance Pattern

1 Hour Lecture + 

2 Hour Tutorial

Unit Level

200

Unit Weighting

6 Credit Points

Unit Type

Specialisation

Elective

Pre-Requisites

N/A

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Describe the evolution of the discipline of Integrated Marketing Communications (IMC) 

  • Identify the IMC planning process, including market situation and communication analysis

  • Prepare an IMC strategy with creative execution (including production) 

  • Evaluate media options to achieve specific commercial goals 

  • Identify ethical and regulatory issues of IMC

  • Discuss the advantages and limitations of each media, including new media

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Research Report (Individual) 

  • Assessment 2: Integrated Marketing Communications Plan w/ Presentation (Group) 

  • Assessment 3: Visual Report (Individual) 

  • Assessment 4: Engagement with the Process (Individual) 

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