Integrated Marketing Communications

Unit code: BHO2265 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

Explore how to plan and implement integrated marketing communication campaigns across a range of media platforms, with the Integrated Marketing Communications (IMC) unit.

You will gain experience in the areas of:

  • the use of IMC tools
  • segmentation
  • targeting and profiling of the consumer
  • identifying advertising, promotional and digital opportunities
  • assessing communication effectiveness using media metrics
  • evaluating integrated marketing communication strategies and tactics.

Design and present communications plans and strategies, working on real-world case studies drawn from international and multicultural environments.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Review marketing communication theories and strategies and discuss the role of advertising agencies and other marketing communication;
  2. Apply an effective mix of marketing communication tools to convey a consistent brand message to a target market;
  3. Investigate social, legal and ethical issues related to advertising, promotion and marketing communications from a multicultural and international perspective; and,
  4. Collaborate, in a team, to design and present an integrated marketing communications plan and strategy based on the real-life industry case studies.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 15%
MCQs and scenario-based online test
Assessment type: Assignment
|
Grade: 35%
Research assessment based on the current and real-life scenario
Assessment type: Report
|
Grade: 35%
Report based on a company operating in a complex international/multicultural environment (Group)
Assessment type: Presentation
|
Grade: 15%
Pecha Kucha presentation based on the report (Group)

Other locations

For students studying at India Online
Assessment type: Assignment
|
Grade: 30%
The role of integrated marketing communications (IMC) and advertising
Assessment type: Presentation
|
Grade: 30%
Applying marketing communication tools
Assessment type: Case Study
|
Grade: 40%
Case study report

Required reading

Integrated Marketing Communications
Chitty, W., Luck, E., Barker, N., Sassenberg, A., Shimp, T. & Andrews, J. (2020).| South Melbourne: Cengage Learning.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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