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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

Availability

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

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Teaching Period 5, 2020, ONLINE, DUCERE-ONL (198180) - View
  • 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

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.

Syllabus

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.

Prerequisites

9958 Fundamentals of Marketing.

Corequisites

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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