MMK295 - Integrated Marketing Communications in the Digital Age


2023 unit information

Enrolment modes: Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s): 1
Previously coded as: MMK393
EFTSL value: 0.125

MMK101 or MMK277

Corequisite: Nil
Incompatible with:


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

Trimester 1:
1 x 2 hour class, 1 x 1 hour seminar per week.

Trimester 3:
Weeks 1-5: 2 x 2 hour classes + 2 x 1 hour seminar per week 
Week 11: 1 x 2 hour class and 1 x 1 hour seminar. 

Scheduled learning activities - cloud (online)

Trimester 1: 1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week. 

Trimester 3:
Weeks 1-5: 2 x 2 hour classes (recordings provided) + 2 x 1 hour seminar per week (livestreamed with recordings provided)
Week 11: 1 x 2 hour class (recordings provided) and 1 x 1 hour  seminar (livestreamed with recordings provided). 


This unit offers an examination of promotion management as a key area of marketing decision-making. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media.  The unit looks in detail at the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these five promotional elements are coordinated to formulate an effective promotional strategy. Special emphasis is put on the integration of promotional tools and utilising each according to its respective strengths and weaknesses.

Hurdle requirement

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

Unit Fee Information

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