Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. Central to the course is the idea of Integrated Marketing Communications (IMC). This includes developing an understanding of the many tools available in marketing communication — advertising, direct mail, cause marketing, social media, email, SEO, content marketing. Integrated marketing communications (IMC) integrates these various marketing communications tools to provide clarity, consistency, and maximum communications impact by providing consumers, customers or other stakeholders with information in formats that resonate. The IMC course will examine the processes by which integrated marketing communications programs are planned, developed, and executed, as well as the various factors and considerations that influence the process.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
- Identify and explain key aspects of the development, and principles and practices, of marketing communications;
- Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
- Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
- Explain and illustrate Integrated Marketing Communication decision-making and planning.
Work Integrated Learning
Simulation/Virtual
The Creative or The Agency - Individual
The Creative
The Creative, based on the famous and industry leading education program, Award School, and Stanford's D-School, is an in room task where students will be asked to complete a creative task during the seminar time. This will usually involve hard copy (materials will be provided) and should be seen as a form of a mini-quiz or assessment task. The tasks will be similar to what students may expect to do if working for a real agency and will meet the learning objectives through a creative expression of knowledge and understanding of course content. For example, making a hard copy ad in a limited time.
The Agency
You will assume the role of an Integrated Marketing Communications agency.
Your agency will be tasked with coming up with answers to questions and tasks that will be given to you in seminars 5,6 and 9 and 10.
Some of these tasks are practical and some will require a written answer of up to 600 words by the following week, and may be completed on a blog for those seeking to add to their portfolio for employers. Examples of blogs from previous years will be provided* (*if still publicly available). Your blog address will be provided via Wattle so your competing agencies can see your work, which is reflective of current industry practice for obvious reasons.
These tasks will be aligned specifically with (all of) the learning objectives for the course, and therefore will provide a chance to obtain feedback on your learning through the course.
Your agency will need to create a blog to assist with meeting communication objectives, developing a profile for clients, and, where requested, to provide answers to questions. You should also see a blog as providing you with a practical portfolio of your work for future employers. In the last three years the top 5 blogs were critical in securing jobs in marketing and advertising, including with leading international brands.
The Campaign - Group
This individual task will require you to create 10 content items for a brand from a selected list of topics which will be made available from the end of week 5 onwards.
Part of the task will also require you to provide advertisements and/or storyboards, for outdoor, traditional and new media types. The specific advertisements required will be contextual to the topic you undertake but a full promotional strategy document of no more than 2500 words will need to be provided.
Other Information
This course was formerly known as the 2000-level course by a different name (MKTG2033 Advertising). Students who have MKTG2033 in their Study Requirements are permitted to substitute with this course.
Indicative Assessment
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5]
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Additional information about the indicative readings (if any) will be made available via the Class Summary.
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2024 | $4680 |
- International fee paying students
| Year | Fee |
|---|---|
| 2024 | $6000 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
Second Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 9089 | 22 Jul 2024 | 29 Jul 2024 | 31 Aug 2024 | 25 Oct 2024 | In Person | N/A |
