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Integrated Marketing Communications (MECM90035)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
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 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MECM40006 | Public Relations and Communications |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
MECM90036 | Foundations of Marketing & Communication |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
25 |
MECM90034 | Marketing & Media in a Global Context |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Option 2
Admission into the 150pt Program course entry point in the MC-MKTCOMM Master of Marketing Communications
AND
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MECM90034 | Marketing & Media in a Global Context |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
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 |
---|---|---|
Team Project: Analysis of brief and team contract
| Week 2 | 10% |
Short essay
| From Week 4 to Week 5 | 30% |
Teamwork: In-class pitch based on client brief
| From Week 8 to Week 9 | 20% |
Participation: this is broken up into participation in putting together the final class pitch (6%) and marks from 4 in-class quizzes between weeks 3 and 10 based on readings and lecture material
| Throughout the teaching period | 10% |
Reflective essay
| During the examination period | 30% |
Hurdle requirement: 1. Attendance hurdle requirement: This subject has a minimum requirement of 80% attendance at tutorials, seminars, or workshops. There is an expectation that students attend lectures. | Throughout the teaching period | N/A |
Hurdle requirement: 2. Late Penalty and Assessment hurdle requirement: Assessment submitted late without an approved extension will be penalised at five per cent (5%) of the possible marks available for the assessment task per day or part thereof. All pieces of assessment must be submitted to pass the subject. Each submitted assessment must be complete, constitute a genuine attempt to address the requirements of the task and will not be accepted after 20 University business days from the original assessment due date without written approval. | Throughout the semester | N/A |
Last updated: 31 January 2024
Dates & times
- Semester 1
Principal coordinator Jennifer Beckett Mode of delivery Dual-Delivery (Parkville) Contact hours Total 37 hours: 1 x 1 hour lecture + 1 x 2 hours of tutorial per week (weeks 1-11) and 1 x 2 hour lecture + 1 x 2 hour of tutorial (week 12) Total time commitment 170 hours Teaching period 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
- Semester 2
Principal coordinator Jennifer Beckett Mode of delivery Dual-Delivery (Parkville) Contact hours Total 37 hours: 1 x 1 hour lecture + 1 x 2 hours of tutorial per week (weeks 1-11) and 1 x 2 hour lecture + 1 x 2 hour of tutorial (week 12) Total time commitment 170 hours Teaching period 22 July 2024 to 20 October 2024 Last self-enrol date 2 August 2024 Census date 2 September 2024 Last date to withdraw without fail 20 September 2024 Assessment period ends 15 November 2024 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
Prescribed texts
Readings will be made available online through the subject LMS.
- Links to additional information
Last updated: 31 January 2024