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Foundations of Marketing & Communication (MECM90036)
Graduate courseworkPoints: 25On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Semester 2
Overview
Availability | Semester 1 Semester 2 |
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Fees | Look up fees |
This subject will provide a pathway for students to gain familiarity with key issues and debates in the field of marketing communications. Students will develop a critical understanding of concepts and approaches relating to media institutions, texts and audiences. Emphasis will be placed on understanding the complex transformation from the paradigm of broadcast media to contemporary networked digital communications. This new environment of active audience participation and distributed communication has challenged the conceptual underpinnings of a range of practices including advertising, public relations, stakeholder management and marketing campaigns. Students will be introduced to the tasks of identifying and evaluating a variety of marketing strategies, and will have the opportunity to learn, examine and apply strategic marketing decision-making processes in the marketing and communications business environment.
Intended learning outcomes
Students who successfully complete this subject should:
- demonstrate a critical understanding of the key media and communications and marketing conceptual frameworks and approaches relevant to marketing communications;
- critically engage with the processes of transformation in media and communications, and marketing impacting the field;
- identify the operation of different media and communication platforms and marketing strategies in different cultural contexts;
- critically evaluate the appropriateness of different communications and marketing strategies and tactics relevant to the marketing and communications industry; and
- describe the concepts and models used to guide the development of marketing communications strategies and plans.
Generic skills
On successful completion of this subject, students should be able to:
- demonstrate competence in advanced library searches and information retrieval;
- demonstrate proficiency in the application of selected methods of analysis;
- demonstrate conformity to academic protocols of presentation and research procedures;
- engage in problem solving and critical thinking; and
- demonstrate skills in oral and written communication.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
None
Corequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MECM40006 | Public Relations and Communications |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MKTG90004 | Marketing Management |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
|
12.5 |
Non-allowed subjects
None
Recommended background knowledge
This subject will be suitable for students who have relatively little background knowledge, as it is intended to provide a substantive introduction to and preparation for the Master of Marketing Communications. It will form a substantive part of the first phase of the 200 point program, enabling an intake of a wider pool of students than those who already bring relevant cognate experience in the fields of marketing and/or communication studies
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: 3 November 2022
Assessment
Additional details
- Media campaign analysis - Analyse a specific media campaign using subject concepts and theories, 2,500 words (25%), due mid-semester (approximately week 7).
- Issue analysis - Engage with a specific issue or problem facing specialists in the field of marketing communication, engaging with strategic practices and alternatives in addressing the issue under consideration, 2,500 words (25%), due later in the semester (approximately week 9)
- Oral presentation, equivalent of 1,000 words – 10 minutes duration (10%), due during semester from week 2
- Final project, based on a marketing and communications scenario or a list of questions structured around themes and issues addressed across the semester, 4,000 words (40%), due at the end of semester, during the examination period
- Hurdle requirement: Students are required to attend a minimum of 80% of classes in order to pass the subject, and regular class participation is expected.
Last updated: 3 November 2022
Dates & times
- Semester 1
Principal coordinator Alison Horbury Mode of delivery On Campus (Parkville) Contact hours 48 hours: 2 x 1hr lectures + 2 x 1hr tutorials per week Total time commitment 280 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019 Semester 1 contact information
- Semester 2
Principal coordinator Alison Horbury Mode of delivery On Campus (Parkville) Contact hours 48 hours: 2 x 1hr lectures + 2 x 1hr tutorials per week Total time commitment 280 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019 Semester 2 contact information
Time commitment details
280 Hours
Additional delivery details
Students must be admitted to the Master of Marketing Communications - 200 point program to enrol in this subject.
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Readings will be made available online via the subject LMS.
- 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.
Additional information for this subject
Subject coordinator approval required
Last updated: 3 November 2022