MMK738 - Integrated Marketing Communication
Unit details
Year: | 2023 unit information |
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Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Previously coded as: | Nil |
Unit Chair: | Trimester 1: Jeffrey Rotman |
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. |
Scheduled learning activities - campus: | 1 x 3 hour seminar (livestreamed with recordings provided) per week |
Scheduled learning activities - online: | 1 x 3 hour seminar (livestreamed with recordings provided) |
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 |
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ULO1 | Apply the principles and practices of integrated marketing communications (e.g. planning, execution and evaluation) to organisations. | GLO1: Discipline-specific knowledge and capabilities |
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 |
ULO3 | Create “real” integrated marketing communications campaigns. | GLO1: Discipline-specific knowledge and capabilities |
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
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Assessment 1: (Group of 3) Report (Business) | 4000 words | 40% | Information not yet available |
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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