Handbook home
Foundations of Marketing & Communication (MECM90036)
Graduate courseworkPoints: 25On 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 1
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 1 Semester 2 |
---|---|
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: 29 October 2023
Eligibility and requirements
Prerequisites
None
Corequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MECM40006 | Public Relations and Communications |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
MKTG90004 | Marketing Management |
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
Semester 2 (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: 29 October 2023
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 |
---|---|---|
Media campaign analysis - Analyse a specific media campaign using subject concepts and theories (due approximately week 7)
| Mid semester | 25% |
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, due later in the semester (approximately week 9)
| Second half of the teaching period | 25% |
Oral presentation, equivalent of 1,000 words, due during semester from week 2
| During the teaching period | 10% |
Final project, based on a marketing and communications scenario or a list of questions structured around themes and issues addressed across the semester
| During the examination period | 40% |
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. | Throughout the teaching period | N/A |
Last updated: 29 October 2023
Dates & times
- Semester 1
Principal coordinator Erin Stapleton Coordinator Bernadette van Lunenburg 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 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
- Semester 2
Principal coordinator Erin Stapleton Coordinator Bernadette van Lunenburg 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 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
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: 29 October 2023
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: 29 October 2023