MMK295 - Integrated Marketing Communications in the Digital Age
2021 unit information
|Enrolment modes:||Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)|
Trimester 3: Burwood (Melbourne), Cloud (online)
|Unit Chair:||Trimester 1: Virginia Weber|
Trimester 3: Stephen La Macchia
MMK101 or MMK277
Previously coded 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:|
1 x 2 hour class, 1 x 1 hour seminar per week
|Scheduled learning activities - cloud:|
1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week
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.
These are the Learning Outcomes (ULO) for this Unit
|Deakin Graduate Learning Outcomes|
Apply fundamental integrated marketing communication theories and frameworks to different contexts.
|GLO1: Discipline-specific knowledge and capabilities|
Critically analyse and reflect on how entities utilise IMC theories and frameworks to develop and achieve better outcomes.
|GLO4: Critical thinking|
Recognise and reflect on one’s contribution in meeting team goals and aspirations from an individual and team performance perspective.
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
|Assessment Description||Student output||Grading and weighting |
(% total mark for unit)
|Indicative due week|
Assessment 1 (Group 3-4 students) : Report (Business)
|1500 words||15%||This information is not yet available.|
|Assessment 2 (Group 3-4 students): Report (Business)||3000 words||30%||This information is not yet available.|
|Assessment 3 (Individual): Written Reflection (Peer)||1000 words||15%||This information is not yet available.|
|Examination (closed book)||2 hours||40%||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.
Hurdle requirement: achieve at least 50% of the marks available on the examination
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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