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Integrated Marketing Communications (MECM90035)
Graduate courseworkPoints: 12.5Online and Dual-Delivery (Parkville)
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
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 - Online Semester 2 - Dual-Delivery |
---|---|
Fees | Look up fees |
This subject provides a strategic understanding of, and practical skills to plan and implement, integrated marketing communications campaigns across a range of media platforms from print to broadcast to social media. It investigates the changing relationship between marketing, advertising and public relations in the context of the emergence of a ‘post-convergence’ media-sphere, and explores the new opportunities and dynamics of social media as a marketing tool. This subject teaches students practical skills in working with the media in developing campaigns, including campaign planning, media liaison, media planning and buying, campaign evaluation and understanding audience research. It also examines the ethical and legal aspects of convergence on the professional practice of marketing communications.
Intended learning outcomes
Students who successfully complete this subject should:
- [LO1] develop a thorough understanding of how different media platforms function as marketing and communication tools;
- [LO2] learn to deploy methodologies to analyse how integrated media campaigns work; and
- [LO3] develop practical skills in the design and implementation of integrated media campaigns.
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; and
- demonstrate conformity to academic protocols of presentation and research procedures.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Students must meet one of the following prerequisite options:
Option 1
Admission into the 200pt Program course entry point in the MC-MKTCOMM Master of Marketing Communications
AND
All of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90004 | Marketing Management |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Summer Term (Online)
|
12.5 |
MECM40006 | Public Relations and Communications |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
AND
One of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MECM90036 | Foundations of Marketing & Communication |
Semester 2 (Online)
Semester 1 (Online)
|
25 |
MKTG90027 Foundations of Marketing and Communications
Option 2
Admission into the 150pt Program course entry point in the MC-MKTCOMM Master of Marketing Communications
OR
Head of Program approval is required for enrolment by Community Access Program (CAP), Inbound Exchange/Study Abroad or Incoming Cross-institutional students.
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Previous study in Marketing, Communications, Media and Communications, Public Relations, Advertising, or other similar cognate area.
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
Description | Timing | Percentage |
---|---|---|
Short essay, due early in semester (approximately week 4-5) [LO1]
| From Week 4 to Week 5 | 30% |
Group project, due mid to late semester (approximately week 8-9) [LO2, LO3]
| From Week 8 to Week 9 | 30% |
Reflective essay: [LO1, LO2, LO3]
| End of semester | 40% |
Hurdle requirement: Students are required to attend a minimum of 80% of classes in order to pass this subject and regular class participation is expected. | Throughout the teaching period | N/A |
Last updated: 3 November 2022
Dates & times
- Semester 1 - Online
Principal coordinator Jennifer Beckett Mode of delivery Online Contact hours 24 hours total: 1 x 1 hour lecture and 1 x 1 hour tutorial per week. Total time commitment 170 hours Teaching period 1 March 2021 to 30 May 2021 Last self-enrol date 12 March 2021 Census date 31 March 2021 Last date to withdraw without fail 7 May 2021 Assessment period ends 25 June 2021 Semester 1 contact information
- Semester 2 - Dual-Delivery
Principal coordinator Jennifer Beckett Mode of delivery Dual-Delivery (Parkville) Contact hours 24 hours: 1 x 1-hour lecture and 1 x 1-hour seminar per week Total time commitment 170 hours Teaching period 26 July 2021 to 24 October 2021 Last self-enrol date 6 August 2021 Census date 31 August 2021 Last date to withdraw without fail 24 September 2021 Assessment period ends 19 November 2021 Semester 2 contact information
Time commitment details
170 Hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Readings will be made available online through the subject LMS.
- Links to additional information
Last updated: 3 November 2022