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Marketing Communication Strategy (11099.1)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

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  • Semester 1, 2020, ON-CAMPUS, BRUCE (193947) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184422) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


In this unit you will both learn and deconstruct the framework and processes involved in formulating marketing communication strategies. By identifying with the role of account planners, you will explore strategy planning tools and develop insights from market research, analysing competitors and profiling consumers. Key to your learning will be in understanding the target in order to develop concepts that unify objectives and consumer needs in industry contexts. This will provide you with a sound theoretical and conceptual foundation as well as a comprehensive overview of the practical processes of strategic planning.

Learning Outcomes

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

1. Identify and explain in-depth the types of research and information gathering techniques that are undertaken in marketing communication campaigns; and

2. Deconstruct a client brief and construct an effective creative brief to direct the marketing communication team?s strategic direction.

Assessment Items

Contact Hours

One 2 hour interactive workshops with problem based learning activity and one 1 hour lecture on-campus per week.


11096 Foundations of Marketing Communication and 11097 Managing Brands.



Assumed Knowledge


Incompatible Units


Equivalent Units

9484 Advertising Strategy Development.

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