MMK295 - Integrated Marketing Communications in the Digital Age
Unit details
| Year: | 2024 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: Virginia Weber |
| 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. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | Trimester 1: Trimester 3: |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | Trimester 1: Trimester 3: |
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 4) Report (Business) | 3000 words | 40% | Week 10 |
| Assessment 2: (Individual) Written Reflection (Peer) | 1000 words | 20% | Week 11 |
| End-of-unit assessment task: Written | 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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