Marketing Communication

Unit code: BHO5503 | Study level: Postgraduate
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus
VU Sydney


This unit critically examines managerial decision-making skills through theory and practice within marketing communications. The challenges of strategy development and implementation in all forms of marketing communications such as advertising, personal selling, publicity, public relations, direct response marketing and customer service in both mass marketing and digital campaigns. 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 programs;
  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 program.


For Melbourne campuses

Assessment type: Other
Grade: 30%
Discussion posts commenting on article (2 x 350 words) (2 x 15%)
Assessment type: Assignment
Grade: 30%
Research presentation and summary
Assessment type: Report
Grade: 40%
Applied IMC 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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