Integrated Marketing Communications (9957.2)

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.

Graduate attributes

1. UC graduates are professional - communicate effectively
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 - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
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 - evaluate and adopt new technology

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.