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Foundations of Marketing Communication (11096.1)

Level: Level 1 - Undergraduate Introductory Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


Unit Outlines

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  • UC College Trimester 1, 2020, ON-CAMPUS, UCC-BRUCE (194515) - View
  • Semester 1, 2020, ON-CAMPUS, BRUCE (193932) - View
  • UC College Trimester 1, 2019, ON-CAMPUS, UCC-BRUCE (191969) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184411) - View

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This unit will introduce you to the study of marketing communication within the current state of the industry. You will explore the changes and key innovations that have occurred in the communication and media landscape. In particular, you will investigate the integrated nature of marketing communication and develop a full appreciation of advertising, direct marketing, digital, packaging, public relations, merchandising, point-of-sale, sponsorships and more, all in a contemporary professional practice environment. The focus is on the broader context and we will discuss, present, and critically evaluate the processes and issues using appropriate theories and terminologies.

Learning Outcomes

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

1. Describe the key principles and multidisciplinary study underpinning marketing communication;

2. Explain the various aspects of the professional practice in the context of integrated marketing communication; and

3. Apply the basic context within which marketing communication is located, including markets and processes, to include theories of communication and persuasion.

Assessment Items

Contact Hours

One 1 hour lecture and 2 hour tutorial.





Assumed Knowledge


Incompatible Units


Equivalent Units

9496 Principles of Marketing Communication.

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