INTEGRATED MARKETING COMMUNICATIONS

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.