| Effective Term: | 2025/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing Communication |
| Unit ID: | BUMKT3204 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMGT2104 or BUMKT2201) |
| Co-requisite(s): | Nil |
| Exclusion(s): | (BUMKT3701) |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
At the core of effective marketing lies the concept of Marketing Communication. This unit delves into its historical roots and current state, emphasising the importance of integration and synergy across various communication channels. By understanding how to harmonize messaging and tactics, students learn to craft cohesive and impactful messages that resonate with target audiences. Marketing Communication, where creativity, strategy, and technology converge to shape brand-consumer interactions in today's digital landscape, provides an important platform for students to explore current changes in the business landscape, delving into the implications for marketers and society broadly. This unit explores the evolving role of marketing communication, emphasising integrated strategies, consumer behavior, and ethical considerations. From crafting cohesive campaigns to harnessing analytics, students gain knowledge in advertising, public relations, and digital marketing. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
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| Learning Outcomes: |
This unit explores important topics related to Marketing Communication, and is designed to equip students with adequate skills and knowledge in this field.
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| Knowledge: |
| K1. | Relate Marketing Communication principles to a variety of areas such as commercial enterprises, not-for profit organisations, government and individuals |
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| K2. | Identify the impact of internal and external environments on Marketing Communication activities |
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| K3. | Identify factors that influence consumer decision making when processing marketing messages |
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| K4. | Explain ethical issues related to Marketing Communication |
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| Skills: |
| S1. | Develop and apply broad research skills to identify Marketing Communication opportunities and problems |
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| S2. | Specify the appropriate combination of the elements of the marketing mix, either on an individual basis or in an integrated manner, when compiling Integrated Marketing Communication plans |
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| S3. | Consolidate and synthesise Marketing Communication theories and concepts to create marketing messages |
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| S4. | Communicate Marketing Communication solutions using academic report writing and/or presentation skills to a diverse audience |
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| Application of knowledge and skills: |
| A1. | Apply Marketing Communication concepts to new and diverse situations |
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| A2. | Create and evaluate Marketing Communication plans |
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| Unit Content: |
Topics may include:
1. Everything is digital: changes and challenges for consumers, marketers and society
2. Integrated marketing communication: history and current state
3. Integration and synergy
4. Consumer empowerment and behaviour
5. Communication and engagement with the brand
6. Social, ethical and regulatory aspects
7. Consumer insight and strategy
8. Analytics
9. Search
10. Creative strategy
11. Media strategy
12. Measurement: output and process measures
13. Advertising
14. Public relations and publicity
15. Sales promotion, direct marketing and personal selling |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | | Level | FEDTASK 1
Interpersonal | Students will demonstrate the ability to effectively communicate, inter-act and work with others both individually and in groups. Students will be required to display skills in-person and/or online in: • Using effective verbal and non-verbal communication • Listening for meaning and influencing via active listening • Showing empathy for others • Negotiating and demonstrating conflict resolution skills • Working respectfully in cross-cultural and diverse teams. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 2
Leadership | Students will demonstrate the ability to apply professional skills and behaviours in leading others. Students will be required to display skills in: • Creating a collegial environment • Showing self -awareness and the ability to self-reflect • Inspiring and convincing others • Making informed decisions • Displaying initiative | N/A - Not Applicable | FEDTASK 3
Critical Thinking and Creativity | Students will demonstrate an ability to work in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically • Evaluating ideas, concepts and information • Considering alternative perspectives to refine ideas • Challenging conventional thinking to clarify concepts • Forming creative solutions in problem solving. | Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context | FEDTASK 4
Digital Literacy | Students will demonstrate the ability to work fluently across a range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Finding, evaluating, managing, curating, organising and sharing digital information • Collating, managing, accessing and using digital data securely • Receiving and responding to messages in a range of digital media • Contributing actively to digital teams and working groups • Participating in and benefiting from digital learning opportunities. | Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context | FEDTASK 5
Sustainable and Ethical Mindset | Students will demonstrate the ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions. Students will be required to display skills in: • Making informed judgments that consider the impact of devising solutions in global economic environmental and societal contexts • Committing to social responsibility as a professional and a citizen • Evaluating ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Embracing lifelong, life-wide and life-deep learning to be open to diverse others • Implementing required actions to foster sustainability in their professional and personal life. | N/A - Not Applicable |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K2, K3, S3, A1 | Individually completed marketing report | Marketing Analysis and Report | 10-30% | | 2. | K1, K4, S1, S2, S3, S4, A1, A2 | Marketing Communication Plan | Group report and/or presentation | 30-50% | | 3. | K2, K3, K4, A1 | Final Assessment / Test | Final Summative Assessment | 20-50% |
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