This unit aims to develop an understanding of Integrated Marketing Communications (IMC) incorporating the field of Advertising. The unit of study will provide students with an appreciation of procedures and processes used to build and maintain marketing communications within an organisation. Specifically, the unit adopts an applied planning approach to the elements of the IMC mix to develop stronger brands. The unit will critically evaluate the role of both traditional and new media within a unified market-focused communications plan based on the setting of marketing communication objectives. Furthermore, message and media strategy are examined within this context. Other topics covered in this unit of study include the development and use of the IMC tools; segmentation, targeting and profiling of the consumer; identifying advertising and promotional opportunities in traditional and new media; understanding and using media metrics; establishing promotional budgets; and the evaluation of integrated marketing communications strategies and tactics.

Unit details

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Unit code:


BHO1171 - Introduction to Marketing

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Identify marketing communication theories and strategies;  
  2. Review and discuss the role of advertising agencies and other marketing communications organisations;  
  3. Construct marketing communication objectives, creative and media strategies and determine the marketing communications tools to fulfil these objectives;  
  4. Investigate social, legal and ethical issues related to advertising, promotion and marketing communications from a multicultural and international perspective; and  
  5. Collaboratively design and present an integrated marketing communications plan and strategy based on contemporary market research data for the target audience.  


Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Test Online Test 20%
Test In-class Test 30%
Report Group IMC Plan Report 35%
Presentation Group Marketing Pitch 15%

Other locations

Assessment type Description Grade
Other Blog 20%
Report Completed in groups, an IMC plan presented in report format Part A 20%
Report Completed in groups, an IMC plan presented in report format Part B 20%
Examination Final examination 40%

Required reading

Integrated Marketing Communications (5th Asia-Pacific Ed.).
Chitty, W., Luck, E., Barker, N., Sassenberg, A., Shimp, T. & Andrews, J. (2018).
South Melbourne: Cengage Learning.

Where to next?

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