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Integrated Marketing Communications (9957.2)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


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Unit Outlines

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  • Teaching Period 2, 2020, ONLINE, DUCERE-ONL (198179) - View
  • Teaching Period 5, 2019, ONLINE, DUCERE-ONL (187817) - View
  • Teaching Period 2, 2019, ONLINE, DUCERE-ONL (187726) - View
  • Teaching Period 5, 2018, ONLINE, DUCERE-ONL (181088) - View
  • Teaching Period 2, 2018, ONLINE, DUCERE-ONL (181087) - View

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In this unit, students will build on skills developed in previous units to further develop and explore the concepts and strategies of marketing communications. Students will develop and design strategies for communicating particular messages with particular customer segments, according to the broader business goals, utilising a variety of media and channels to maximise impacts. In addition, students will learn the foundations of brands and effective branding strategy. This unit is delivered self-paced online, requiring students to self-manage their work load, developing many skills required of outstanding graduate students.

Learning Outcomes

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

1. Clearly explain the various marketing channels and their respective purposes;

2. Clearly explain the various communications methodologies and their appropriate uses;

3. Design communications strategies to achieve marketing goals based on appropriate evidence;

4. Using evidence, define brand personalities and profiles;

5. Monitor and adapt marketing campaigns to ensure the required outcomes.

Assessment Items

Contact Hours

Online and self-paced study equivalent to 150 total learning hours.


9958 Fundamentals of Marketing.


Enrolment in one of: Bachelor of Applied Entrepreneurship, 334JA; Bachelor of Applied Entrepreneurship (Social Entrepreneurship), 335JA; Bachelor of Applied Business (Management), 332JA; Bachelor of Applied Business (Marketing), 333JA.

Assumed Knowledge

Fundamental concepts of marketing and the marketing environments as well as how information should be used to inform marketing decision-making. Understanding of customer behaviour.

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