MMK738 - Integrated Marketing Communication
Unit details
Year: | 2021 unit information |
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Important Update: | Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester. Thank you for your flexibility and commitment to studying with Deakin in 2021. Last updated: 4 June 2021 |
Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Previously coded as: | Nil |
Unit Chair: | Trimester 2: Michael Valos |
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 - cloud: | 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. 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.
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 |
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) Report (Marketing Communications Plan) | 4000 words | 40% | Week 7 |
Examination (Closed Book) | 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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