MKS2460 - Integrated marketing communication

Overview

This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluating various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion and emerging technologies and their potential.

Offerings

SSB-01-SAFRICA-BLOCK-ON

Requisites

Prerequisite

Prohibition

Contacts

Chief Examiner(s)

Ms Cynthia Bedwei-Majdoub

Learning outcomes

On successful completion of this unit, you should be able to:

demonstrate a detailed understanding of the marketing communication strategies used to build brands

understand and apply marketing communication functions

analyse and apply the marketing communication processes as they apply to specific targets

analyse the social, legal and ethical issues associated with marketing communication from both a national and international perspective

determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.

Teaching approach

Active learning

This unit will be taught as a 2 hour lecture and 1 hour tutorial each week for 12 weeks. All students in this unit are expected to develop the independent learning skills required for university study and professional life. All students must ensure they have access to the resources required for successful completion of this unit. The minimum resources required for this unit include the prescribed textbook, the unit online Moodle site, the Faculty Q Manual, journal articles from the Monash library data-bases and current newspaper articles. This unit adopts a teaching and learning approach that is both student-centred and research led. A student-centred approach places students at the centre of the learning process, allowing and equipping them to learn about Marketing theory and concepts through the learning materials and assessment tasks. Research-led teaching complements this approach by facilitating students’ understanding and experience of research and its contribution to the knowledge that underpins Marketing theory and concepts.

Assessment summary

This unit contains a hurdle requirement that you must achieve to be able to pass the unit. The consequence of not achieving a hurdle requirement is a fail grade (NH) and a maximum mark of 45 for the unit.

Assessment

1 - Individual Test

2 - Group Report - IMC Plan

3 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources