MMK738 - Integrated Marketing Communication

Unit details

Year:

2024 unit information

Enrolment modes:

Not offered in 2024.

Credit point(s):1
EFTSL value:0.125
Prerequisite:

Nil

Corequisite:Nil
Incompatible with: MPK712
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 3 hour online seminar (recording provided) each week.

Content

The aim of this unit is to apply the planning, executing and evaluating processes of the Integrated Marketing Communication (IMC) model to industry case studies (in both class and assignment). Students will develop skills in understanding and applying synergies between marketing communication tools such as advertising, sales promotion, public relations, digital and personal selling. These promotional tools need to be applied in an effective and efficient way to impact consumers. In addition, approaches to developing appropriate brand messages and achieving brand consistency through multiple media will be developed.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Apply the principles and practices of integrated marketing communications (e.g. planning, execution and evaluation) to organisations.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking

ULO2

Apply an effective mix of marketing communication tools and marketing media to convey a consistent brand message to a target market in a cost-effective way.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication

ULO3

Create “real” integrated marketing communications campaigns.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: (Group of 3) Report (Business) 4000 words 40% Week 9
End-of-unit assessment task: Written response test 2000 words 60% End-of-Unit Assessment Period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment task to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit. 

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK738 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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