Foundations of Marketing & Communication (MECM90036)
Graduate courseworkPoints: 25Dual-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 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
- 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
- Demonstrate skills in oral and written communication.
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
None
Corequisites
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MECM40006 | Public Relations and Communications |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90004 | Marketing Management |
Semester 2 (On Campus - Parkville)
Semester 1 (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: 31 January 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Communications Quiz: Short answer test of Communications stream comprehension.
| Before end of week 6 | 5% |
Marketing Quiz: Short answer test of Marketing stream comprehension.
| Before end of week 6 | 5% |
Communications Analysis: Essay-based analysis of examples using subject concepts and theories.
| During the teaching period | 20% |
Marketing Analysis (group project): Analysis of a specific issue facing specialists in the field of marketing communication, engaging with strategic practices and alternatives in addressing the issue under consideration.
| During the teaching period | 20% |
Marketing Oral Presentation (group project): 10 minutes
| During the teaching period | 10% |
Marketing and Communications Research Portfolio: Combined folio of responses to both Marketing and Communications streams, plus an example-based Research Report.
| 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: 31 January 2024
Dates & times
- Semester 1
Coordinators Triparna Gandhi and Erin Carter Mode of delivery Dual-Delivery (Parkville) Contact hours 48 hours: 2 x 1hr lectures + 2 x 1hr tutorials per week Total time commitment 280 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
Coordinators Erin Carter and Triparna Gandhi Mode of delivery Dual-Delivery (Parkville) Contact hours 48 hours: 2 x 1hr lectures + 2 x 1hr tutorials per week Total time commitment 280 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
280 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.
Additional delivery details
Students must be admitted to the Master of Marketing Communications - 200 point program to enrol in this subject.
Last updated: 31 January 2024
Further information
- Texts
- 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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: 31 January 2024