MMK295 - Integrated Marketing Communications in the Digital Age

Unit details

Note: You are seeing the 2023 view of this unit information. These details may no longer be current. [Go to the current version]
Year:

2023 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Previously coded as:MMK393
Unit Chair:Trimester 1: Virginia Weber
Trimester 3: Allison Ringer
Prerequisite:

MMK101 or MMK277

Corequisite:Nil
Incompatible with:

MMK393

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:

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 - 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). 

Content

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.

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 fundamental integrated marketing communication theories and frameworks to different contexts.

 GLO1: Discipline-specific knowledge and capabilities
ULO2

Critically analyse and reflect on how entities utilise IMC theories and frameworks to develop and achieve better outcomes.

 GLO4: Critical thinking 
ULO3

Recognise and reflect on one’s contribution in meeting team goals and aspirations from an individual and team performance perspective.

 GLO7: Teamwork

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)		 Indicative due week

Assessment 1: (Group of 3) Report (Business)

 1500 words 15% Week 6
Assessment 2: (Group of 3) Report (Business) 3000 words 30% Week 10
Assessment 3: (Individual) Written Reflection (Peer) 1000 words 15% Week 11
End-of-unit assessment task: Written response test 2000 words 40% 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 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: MMK295 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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