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ADVT13-322: Campaigning for Change September 2018 [Standard]

General information

Integrated Marketing Communications (IMC) is the coordination of all points of contact an organization has with the marketplace. It is the ‘face’ an organisation presents to the many audiences and publics with whom it has contact. Marketing communication vehicles such as advertising, public relations, direct marketing, sales promotion, the internet and all forms of media are highly connected and have multiple communication functions including those relating to Corporate Social Responsibility, Sustainability and Social Innovation. This course explores the development of the IMC approach and relevant contemporary issues surrounding the implementation of an IMC approach; it also provides an overview of communication tools and an introduction to the IMC planning process.


Academic unit:Faculty of Society & Design
Subject code:ADVT13-322
Subject title:Integrated Marketing Communication
Subject level:Undergraduate
Semester/Year:September 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: 80% attendance at lectures and tutorials. 29/36 hours. Attendance registers are taken in all lectures & tutorials. Absences due to illness require medical certificates. In the event of an absence, student is expected to communicate with lecturer or tutor & submit any missed classwork in the following class. Attendance at final presentation is mandatory.


Prescribed resources: No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Demonstrate a comprehensive knowledge of what IMC is, the importance of relationship building and how critical elements of messages, organizational skills, politics, societal behaviours, economies and technology interact.
  2. Responsibly deal with team and deadline expectations, time management, decision making and delegation and operate within a competitive and confidential environment.
  3. Develop a targeted message, choose relevant and effective means of communication and deliver message through multiple means whilst keeping messages consistent and on brand with client.
  4. Demonstrate a strong understanding of the critical importance of social, legal, ethical cultural & stakeholder obligations in Integrated Marketing Communications


Assessment details

TypeTask%Timing*Outcomes assessed
*Online Activity Web and Blog Activity 10% Ongoing 2, 4.
Discussion Attendance; Participation 10% Ongoing 2.
*In-Class Quiz - Individual 3 quizzes during semester 30% Progressive 1, 2, 3, 4.
Presentation Tutorial Presentation 20% Week 1 1, 3, 4.
*Campaign Client-focussed IMC Campaign (Group) 30% Week 11 1, 2, 3, 4.
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

What is IMC & CRM? Understanding the concept of IMC & how it is part of our lives

What is critical to making IMC work? From Brand to part of the culture

What is the nature of a corporation's image, why it is important & how brands use IMC strategy to maximise their position

The decision makers, self concepts, processes, trends, attitudes, values, aspirations & the global economy

How does CRM work? Why does it matter? Who does what & why?

What comes first? How do we begin to plan, what is/are the most crucial aspects of planning & how do we go about it/ them?

Resource allocation within a budget and with specific & measurable goals in sight Strategic decisions.

Putting it all together in creative ways that work!

Did it work? Does it have staying power? Where to from here? How do you know?

Old and new ingredients in the mix of IMC, what's 'hot' and what's 'not'. Keeping up to date and relevant.

Approved on: Aug 22, 2017. Edition: 2.1