Marketing Communication

Unit code: BHO5503 | Study level: Postgraduate
(One credit point is usually equivalent to one hour of study per week)
City Campus
City Flinders
VU Sydney


This unit critically examines managerial decision-making skills in all aspects of promotion through the praxis of theoretical propositions and contemporary professional practice. The challenges of strategy development and implementation in advertising will be addressed through a variety of lenses: personal selling, publicity, public relations, direct response marketing and customer service. Critical examination and challenges will be informed by analysis and theorising about developments that contribute to enhanced professional practice and scholarship in this dynamic field of study.

Learning Outcomes

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

  1. Analyse the strong and weak theories of marketing communications;
  2. Devise effective marketing strategies and programmes;
  3. Formulate appropriate marketing communications strategies to practical business objectives;
  4. Critically review and justify different creative and media execution; and
  5. Evaluate a company's marketing and promotional programme.


For Melbourne campuses

Assessment type: Presentation
Grade: 20%
Group Presentation and theory-led discussion
Assessment type: Assignment
Grade: 40%
Research assignment on marketing communications
Assessment type: Report
Grade: 40%
Promotions Plan

Required reading

Integrated Marketing Communication: A Balanced Approach.
Winchester, M., Ling, P., Stocchi, L., Lwin, M., Shin, W. and Kang, H. (2019)| Oxford University Press: Docklands.

As part of a course

This unit is studied as part of the following course(s):

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