Foundations of Marketing Communication (11096.1)

Please note these are the 2024 details for this unit
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Foundations of Marketing Communication
Available teaching periods Delivery mode Location
View teaching periods On-campus
 UC College, Bruce, ACT
Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Level 1 - Undergraduate Introductory Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
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.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

9496 Principles of Marketing Communication.

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 UC College, Bruce, ACT UC College Trimester 1 03 February 2025 On-campus Miss Swarali Sidhaye
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Mr Shaun Cheah
2025 UC College, Bruce, ACT UC College Trimester 3 15 September 2025 On-campus Miss Swarali Sidhaye
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Mr Shaun Cheah
2026 UC College, Bruce, ACT UC College Trimester 1 02 March 2026 On-campus Miss Swarali Sidhaye
2026 UC College, Bruce, ACT UC College Trimester 3 26 October 2026 On-campus Miss Swarali Sidhaye
Not available

Required texts

As no single book covers all the material considered in this unit, a list of readings (and other related links) will also be provided through on Canvas to complement the main topics.  Despite the material provided, nothing will substitute active engagement with the unit content and the following reference materials are also recommended:- 

Textbooks
1.  Chitty, B., Luck, E., Barker, N., Sassenberg, A. Shimp, T & Andrews, J.C. (2017) Integrated Marketing Communication, 5th Asia-Pacific Edition  Australia: Cengage
2.  Arens, W. F., Schaefer, D. H. & Weigold, M. (2009). Essentials of Contemporary Advertising – Second edition. McGraw-Hill Irwin, New York.
3.  Blakeman, R. (2014). NonTraditional Media in Marketing and Advertising. Sage.
4.  Casimir, J. (2010). The Gruen Transfer. The ABC Books, Australia.
5.  Clow, K & Baach, D. (2007). Integrated Advertising, Promotion and Marketing Communication. New Jersey: Prentice Hall
6.  Eagle, L., Dahl, S., Czarnecka, B. & Lloyd, J. (2015). Marketing Communication. Routledge.
7.  Fill, C. (2009). Involvement theory in Marketing Communication: Interactivity, Communities and Context (5th edition).  Prentice Hall.
8.  Johnson, L. D. (2010). Customer engagement is the new marketing, Journal of Advertising Research. 50(2), 1-3.  
9.  Kliatchko, J. (2008)  Revisiting the IMC construct: a revised definition and four pillars.International Journal of Advertising, 27(1).
10. Smith, P. R. & Zook, Z. E. (2016), Marketing Communication (6th Edition), Kogan Page Limited

Periodicals
1.  Marketing Magazine Asia https://marketingmagazine.com.my/
2.  Campaign Asia https://www.campaignasia.com/
3.  AdWeek  www.adweek.com
4.  Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
5.  WARC  http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
6.  BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
7.  Campaign (London) UC Library Individual Holdings, or via  http://www.canberra.edu.au/library/research-gateway/e-journals
8.  Harvard Business Review – UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
9.  The Journal of Marketing - UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
10. The Journal of Advertising - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
11. The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals


Advertising – Marketing Communication Industry Association websites:
1.  Australian Association of National Advertisers (AANA) http://www.aana.com.au/
2.  Media Federation of Australia http://mediafederation.org.au/
3.  International Advertising Association (IAA) http://www.iaaglobal.org/
4.  American Advertising Federation (AAF) http://www.aaf.org/
5.  American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
6.  World Federation of Advertisers (WFA) http://www.wfanet.org/

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

None

Required IT skills

None

Work placement, internships or practicums

None

Additional information

Enrolment
It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit enrolment details via MyUC before the end of Week 2.


Schedule
The Unit Convenor reserves the right to vary the lecture and tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Canvas announcement.


Referencing requirements
The standard practice of using referencing systems such as Harvard or the American Psychological Association (APA – 5th or 6th edition) Style Manual is preferred. The UC referencing guide is uploaded for your reference in your Canvas site.


Use of Email
Your lecturer will only email to your UC student email account and not to your personal email. We encourage students to regularly check their student emails and to use their given student email to contact the unit staff. You are guaranteed to get a quicker response by using your student email.  


Student responsibility
If there is any doubt on the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the convenor about the matter. Students have a responsibility to:

  • Read, understand and respect the rules concerning plagiarism;
  • Familiarise themselves with the conventions of referencing in their discipline; and
  • avoid all acts, which could be considered plagiarism. 


Provision of information
Announcements made at lectures and tutorials are deemed to be made to the whole group.