Integrated Marketing Communications (MECM90035)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
To learn more, visit 2023 Course and subject delivery.
About this subject
Contact information
Semester 1
Semester 2
Overview
| Availability | Semester 1 - Dual-Delivery 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:
- Develop a thorough understanding of how different media platforms function as marketing and communication tools
- Learn to deploy methodologies to analyse how integrated media campaigns work
- 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
- Demonstrate conformity to academic protocols of presentation and research procedures.
Last updated: 31 January 2024
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 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
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 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
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: 31 January 2024
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: 31 January 2024
Dates & times
- Semester 1
Principal coordinator Jennifer Beckett Mode of delivery Dual-Delivery (Parkville) 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 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
- Semester 2
Coordinator Erin Carter 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 24 July 2023 to 22 October 2023 Last self-enrol date 4 August 2023 Census date 31 August 2023 Last date to withdraw without fail 22 September 2023 Assessment period ends 17 November 2023 Semester 2 contact information
Time commitment details
170 Hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 31 January 2024
Further information
- Texts
- Links to additional information
Last updated: 31 January 2024