MMK295 - Integrated Marketing Communications in the Digital Age

Unit details


2021 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Virginia Weber
Trimester 3: Stephen La Macchia

MMK101 or MMK277

Incompatible with:

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
At the completion of this Unit, successful students can:

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.

GLO7: Teamwork


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

Hurdle requirement: achieve at least 50% of the marks available on the examination

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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