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MMK738 - Integrated Marketing Communication

Year:

2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
Previously coded as:Nil
EFTSL value:0.125
Unit Chair:Trimester 2: Michael Valos
Prerequisite:

Nil

Corequisite:

 MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732

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.

Scheduled learning activities - campus:

1 x 3 hour seminar (livestreamed with recordings provided) per week

Scheduled learning activities - cloud:

1 x 3 hour seminar (livestreamed with recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per 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. This 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.

 

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
GLO2: Communication
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
GLO4: Critical thinking

ULO3

Create “real” integrated marketing communications campaigns.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO4: Critical thinking

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: (Group of 3) - Written assignment/report 4000 words 40% Week 7
Examination 2 hours 60% Exam 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.

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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