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Research School of Management · ANU College of Business and Economics
Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. Central to the course is the idea of Integrated Marketing Communications (IMC). This includes developing an understanding of the many tools available in marketing communication — advertising, direct mail, cause marketing, social media, email, SEO, content marketing. Integrated marketing communications (IMC) integrates these various marketing communications tools to provide clarity, consistency, and maximum communications impact by providing consumers, customers or other stakeholders with information in formats that resonate. The IMC course will examine the processes by which integrated marketing communications programs are planned, developed, and executed, as well as the various factors and considerations that influence the process.
Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Work Integrated Learning Projects Students will, through other formats, engage with organisational partners for planned authentic activities, or through purposeful links to curriculum and specifically designed assessment, that integrate theory with the practice of work. Other Information This course was formerly known as the 2000-level course by a different name (MKTG2033 Advertising). Students who have MKTG2033 in their Study Requirements are permitted to substitute with this course.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about the indicative readings (if any) will be made available via the Class Summary.