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MKTG71-604: Communication Strategies


One of the primary challenges of marketing is understanding how to engage potential customers. Increasingly, customers distribute their media use across many media and marketers choose communication media from an ever-expanding range of possibilities. Thus, a critical question for communication strategy in the 21st century is how to create an integrated communications strategy that takes advantage of media strengths and maintains cost effectiveness. Effective market communication relies on orchestrating a variety of communications tools (advertising, sales promotions, direct marketing, PR and publicity, word of mouth etc.) and media (digital and social media, TV, radio, print, etc.) to achieve desired outcomes for brands. This subject emphasises customer media behaviour, the application of communication tools and cross-media effectiveness.

Subject details

FacultyBond Business School
Semesters offered
  • January 2021 [Standard Offering]
  • January 2022 [Standard Offering]
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2020: $4,930
  • Commencing in 2021: $5,110

Learning outcomes

1. Apply integrated marketing communications (IMC) tools and concepts to evaluate current marketing communications strategies or recommend new marketing communications strategies.
2. Demonstrate the ability to work effectively with others to design an Integrated Marketing Communications (IMC) campaign strategy.
3. Demonstrate the ability to produce a written report that communicates ideas clearly and cogently using a professional style and format.
4. Demonstrate the ability to present a concise and engaging professional presentation that persuades the audience to endorse the recommended course of action.

Enrolment requirements

Requisites: ?


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 opens10/11/2019
Semester start13/01/2020
Subject start13/01/2020
Cancellation 1?27/01/2020
Cancellation 2?03/02/2020
Last enrolment26/01/2020
Withdraw – Financial?08/02/2020
Withdraw – Academic?29/02/2020
Teaching census?07/02/2020