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)
WEEK
Week 5
Week 10 (IN CLASS)
Week 12
Weeks 1-12 (Weekly activities)