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Marketing Communications (MECM30013)
Undergraduate level 3Points: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
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 marketing 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
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Group project: 10-minute tutorial presentation and summary report
| Throughout the semester | 20% |
A written campaign analysis
| Mid semester | 30% |
A written marketing communications campaign plan
| During the examination period | 50% |
Hurdle requirement: This subject has a minimum hurdle requirement of 80% attendance and regular participation in tutorials. | Throughout the teaching period | N/A |
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 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 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.
- 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 Major Media and Communications - Breadth options
This subject is available as breadth in the following courses:
- Bachelor of Biomedicine
- Bachelor of Environments
- Bachelor of Fine Arts (Acting)
- Bachelor of Fine Arts (Animation)
- Bachelor of Fine Arts (Dance)
- Bachelor of Fine Arts (Film and Television)
- Bachelor of Fine Arts (Music Theatre)
- Bachelor of Fine Arts (Screenwriting)
- Bachelor of Fine Arts (Theatre)
- Bachelor of Fine Arts (Visual Art)
- Bachelor of Music
- Bachelor of Science
- 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.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 19 March 2024