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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 2019 [Standard Offering]
Study abroadAvailable to Study Abroad students
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,591
  • Commencing in 2019: $4,760

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.


MKTG71-104 - Marketing Management

Subject outlines

Subject dates

Standard Offering
Enrolment opens12/11/2017
Semester start15/01/2018
Subject start15/01/2018
Cancellation 1?29/01/2018
Cancellation 2?05/02/2018
Last enrolment28/01/2018
Last withdrawal?09/02/2018
Teaching census?09/02/2018