Handbook home
Marketing Communications (MECM30013)
Undergraduate level 3Points: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Overview
Availability | Semester 2 |
---|---|
Fees | Look up fees |
This subject focuses on the development, management and control of marketing communications, both locally and internationally. Topics will include advertising, sales promotion, public relations, and other elements of the communications mix. Particular emphasis will be placed on the importance of integrating promotional efforts, and on the marketing manager’s role in planning, implementing and evaluating marketing communications. Students will develop an understanding of the operational and creative elements involved in developing promotional campaigns and the strategies used to communicate with target audiences as well as the underlying principles behind these approaches. They will engage with alternative persuasion techniques and potential problems with their adoption, and the proper selection, interpretation, and use of alternative measures of promotional effectiveness. On completion of the subject, students should have developed a strong practical and critical grasp of the different forms and strategies employed in marketing communications.
Intended learning outcomes
On successful completion of this subject, students should have:
- gained a critical understanding of the professional skills needed in planning, implementing and evaluating marketing communications campaigns;
- developed the ability to analyse and critically evaluate marketing communications campaigns and explain why some campaigns are more effective than others; and
- the capacity to apply basic theories and models within integrated marketing communications in order to develop a professional quality advertising plan or communications strategy.
Generic skills
At the completion of this subject, students should gain the following generic skills:
- be able to enhance oral and written communications skills via class participation and discussion;
- be able to develop their problem solving and critical thinking skills via the tutorial program; and
- be able to develop their research skills through the sourcing of research material to supports arguments in their written assignments.
Last updated: 19 March 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
670-305 Marketing Communications;
325-213 or 100-220 Marketing Communications
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 19 March 2024
Assessment
Additional details
- A written ad analysis of 1,500 words (30%), due mid-semester
- A written advertising plan or communications strategy of 2,200 words (60%), due in the examination period
- Tutorial presentation of 300 words (10%), done through the semester
- Hurdle: This subject has a minimum hurdle requirement of 80% attendance and regular participation in tutorials. Assessment submitted late without an approved extension will be penalised at 10% per day. In-class tasks missed without approval will not be marked. All pieces of written work must be submitted to pass this subject.
Last updated: 19 March 2024
Dates & times
- Semester 2
Coordinator Wonsun Shin Mode of delivery On Campus (Parkville) Contact hours Total 30 hours: a 1.5-hour lecture and a 1-hour tutorial per week. Total time commitment 170 hours Teaching period 24 July 2017 to 22 October 2017 Last self-enrol date 4 August 2017 Census date 31 August 2017 Last date to withdraw without fail 22 September 2017 Assessment period ends 17 November 2017 Semester 2 contact information
Time commitment details
170 hours
Last updated: 19 March 2024
Further information
- Texts
Prescribed texts
A subject reader will be available.
Recommended texts and other resources
Marketing communications, interactivity, communities and content, 5th ed. C. Fill (2010) Harlow: Prentice Hall
- Subject notes
This subject is available to students enrolled in the BA (Media and Communications) and the BA (Media and Communications)/Bachelor of Laws and the Bachelor of Arts degree and can be credited to a major or minor in that degree. Students who have completed 325-213 or 100-220 Marketing Communications are not eligible to enrol in this subject. This subject is not available to students enrolled in the BA (Media and Communications)/Bachelor of Commerce combined degree.
- Related Handbook entries
This subject contributes to the following:
Type Name Informal specialisation Graduate Diploma in Arts - Media and Communications Informal specialisation Graduate Certificate in Arts - Media and Communications Major Media and Communications - Breadth options
This subject is available as breadth in the following courses:
- Links to additional information
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 19 March 2024