| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing Communication |
| Unit ID: | BUMKT3701 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT1501 or SPMAN1002) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
Marketing communications is a core sub-function of Marketing. Marketing Communication specialists are responsible for developing marketing and promotional campaigns to build brand and customer equity. A Marketing Communication specialist collaborates with other Marketing sub-functions such as Product Management, Market Research and Sales Management, and with other management functions such as Finance, to ensure that goals and objectives for the firm, and individual marketing communication campaigns are achieved. A Marketing Communication specialist requires broad marketing skills, a deep understanding of media, brand management, campaign development and the ability to communicate and work collaboratively with multiple internal and external parties. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:No |
| Supplementary assessment is not available to students who gain a fail in this Unit. |
| 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: |
| Knowledge: |
| K1. | Relate Marketing Communications principles to professional practice within 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 in relation to a brand management situation |
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| K3. | Identify factors that influence consumer decision making when processing Marketing messages |
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| K4. | Select an ethical framework for managing the Integrated Marketing Communication and brand management processes |
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| Skills: |
| S1. | Develop and apply broad research skills to identify Marketing Communications 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 Communications theories and concepts to develop ethical branding and promotions solutions |
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| S4. | Communicate Marketing Communications 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 Communications concepts to new and diverse situations |
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| A2. | Identify, plan and evaluate proposed Marketing Communications plans and present the results with responsibility and accountability |
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| Unit Content: |
•How brands are built covering the role of advertising and promotions, the IMC concept and process, IMC partners and stakeholder relationships
•Marketing communications strategies for building brands covering how brand communication works, the nature of consumer responses, IMC planning, segmentation and targeting and data-driven communication
•Development and communication of brand messages covering message creation and execution, media characteristics, the Internet and IMC media planning
•The marketing communication functions covering sales promotions, channel marketing, PR and publicity, direct marketing and experiential marketing
•The context for marketing communications covering social, ethical and legal issues, international context and performance management |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K2,K3 S3 A1 | Demonstrate knowledge of the unit material | Individual assessment | 10-30% | | 2. | K1,K4 S1,S2,S3,S4 A1,A2 | Via student selection of a firm/product/service, demonstrate application of critical Marketing Communications concepts and business acumen through the analysis and evaluation of relevant case questions/requirements | Group report(s) and/or presentations | 30-50% | | 3. | K2,K3,K4 A1 | Demonstrate knowledge of key Marketing Communications concepts by applying them in different marketing situations | Test / Final Assessment | 30-50% |
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