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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


Unit Outlines

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

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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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