MKTG71-302: Integrated Marketing Communications

Description

Successful marketing requires the capacity to inform and persuade consumers. This subject is an in-depth examination of the various promotional tools used in marketing. Promotion is a key element of the marketing mix and includes topics such as advertising, personal selling, sales promotion, direct marketing, social media/internet marketing, and public relations. Particular emphasis in this subject is placed on both micro (i.e., detail of developing promotional efforts) and macro (i.e., strategic) issues associated with promotional design and planning.

Subject details

Type: Postgraduate Subject
Code: MKTG71-302
EFTSL: 0.125
Faculty: Bond Business School
Semesters offered:
  • January 2025 [Standard Offering]
  • May 2025 [Standard Offering]
Credit: 10
Study areas:
  • Business, Commerce, and Entrepreneurship
Subject fees:
  • Commencing in 2024: $5,410.00
  • Commencing in 2025: $5,520.00
  • Commencing in 2026: $5,630.00
  • Commencing in 2024: $6,060.00
  • Commencing in 2025: $6,340.00
  • Commencing in 2026: $6,630.00

Learning outcomes

  1. Explain the purpose of integrated marketing communications (IMC), interpreting and relating key principles and challenges facing practitioners in developing and implementing IMC strategies.
  2. Apply integrated creative strategies for a brand’s IMC campaign that address the target market of the brand, the marketing environment, and the brand’s communication objectives.
  3. Assess different communication channels and platforms, considering their suitability for reaching specific audiences and their ability to support broader stakeholder objectives within integrated campaigns.
  4. Communicate complex IMC strategies that meet organisational objectives through written and oral formats to effectively reach target audiences and consider the needs of stakeholders.
  5. Create and implement team-based integrated marketing communication solutions that address complex marketing challenges and demonstrate effective collaboration.

Enrolment requirements

Requisites:

Nil
Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions:

Subject outlines

Subject dates

  • Standard Offering
    Enrolment opens: 10/11/2024
    Semester start: 20/01/2025
    Subject start: 20/01/2025
    Last enrolment: 02/02/2025
    Teaching census: 14/02/2025
    Withdraw - Financial: 15/02/2025
    Withdraw - Academic: 08/03/2025
  • Standard Offering
    Enrolment opens: 23/03/2025
    Semester start: 19/05/2025
    Subject start: 19/05/2025
    Last enrolment: 01/06/2025
    Teaching census: 13/06/2025
    Withdraw - Financial: 14/06/2025
    Withdraw - Academic: 05/07/2025
Standard Offering
Enrolment opens: 10/11/2024
Semester start: 20/01/2025
Subject start: 20/01/2025
Last enrolment: 02/02/2025
Teaching census: 14/02/2025
Withdraw - Financial: 15/02/2025
Withdraw - Academic: 08/03/2025