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Integrated Marketing Communications (MECM90035)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
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Semester 1
Semester 2
Overview
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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
On completion of this subject, students should be able to:
- Apply communications styles and tools available for use in marketing communications in strategic ways.
- Identify and evaluate a client's existing marketing communications efforts using appropriate theoretical models.
- Conduct a media audit for a client.
- Design and implement an integrated marketing and media campaign from a brief.
- Reflect on and evaluate a proposed integrated marketing communications campaign.
- Use appropriate channels of communication with the client to better understand the requirements of a brief.
- Develop and present a pitch based on a client brief.
- Collaborate in a team to develop a project.
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: 12 December 2024