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MKTG71-604: Communication Strategies


Successful marketing necessitates 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

FacultyBond Business School
Semesters offered
  • January 2023 [Standard Offering]
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2022: $5,170
  • Commencing in 2023: $5,300

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. Choose appropriate IMC tools to comprehensively address a defined IMC objective. 3. Design an integrated creative strategy for a brand’s IMC campaign based on the target market of the brand, the marketing environment, and the brand’s communication objectives. 4. Develop a media strategy for a brand’s IMC campaign by critically evaluating communication channels available, their likely impacts on the target audience and considering the needs of relevant stakeholders. 5. Deliver a logically constructed, persuasive presentation of your IMC strategy tailored to a professional audience. 6. Articulate IMC analyses and recommendations in a clear, concise writing style tailored to a professional audience. 7. Demonstrate the ability to work effectively with others to complete a group project addressing an integrated marketing communication issue.

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 opens14/11/2021
Semester start17/01/2022
Subject start17/01/2022
Cancellation 1?31/01/2022
Cancellation 2?07/02/2022
Last enrolment30/01/2022
Withdraw – Financial?12/02/2022
Withdraw – Academic?05/03/2022
Teaching census?11/02/2022