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Marketing Communications (MECM30013)
Undergraduate level 3Points: 12.5On Campus (Parkville)
To learn more, visit 2023 Course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Overview
Availability | Semester 1 |
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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
- 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
- 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
None
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
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 requirement of (or at least) 80% attendance at tutorials, seminars, or workshops. There is an expectation that students attend lectures, in person or via online delivery. All pieces of assessment must be submitted to pass this subject. For the purposes of meeting this hurdle requirement, each submitted assessment must be complete and constitute a genuine attempt to address the requirements of the task. (Complete not less than 50% of word count) | Throughout the teaching period | N/A |
Additional details
Assessment submitted late without an approved extension will be penalised at 2% per working day.
Last updated: 19 March 2024
Dates & times
- Semester 1
Coordinator Eloise Faichney Mode of delivery On Campus (Parkville) Contact hours Total 30 hours: a 1-hour lecture and a 1.5-hour tutorial per week. Total time commitment 170 hours Teaching period 27 February 2023 to 28 May 2023 Last self-enrol date 10 March 2023 Census date 31 March 2023 Last date to withdraw without fail 5 May 2023 Assessment period ends 23 June 2023 Semester 1 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 (Production)
- 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