24210 Integrated Marketing Communications
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Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): ((24108 Marketing Foundations OR 24109 Marketing and Customer Value) AND 24202 Consumer Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject examines all aspects of integrated marketing communications from an advanced viewpoint based on theory, practice, and research findings. It provides managers with systematic approaches to setting marketing communications objectives, establishing budgets, identifying relevant target audiences, formulating and testing creative and media strategies, and evaluating campaign results. It considers contemporary issues in advertising, together with reference to complementary aspects of marketing communication activities, such as sales promotion, public relations/publicity and direct marketing and includes an applied project covering these decision factors.
Subject learning objectives (SLOs)
| 1. | understand foundations of integrated marketing communications, its components and related theories, concepts and tools |
|---|---|
| 2. | apply relevant theories, concepts and tools to develop an effective integrated marketing communications campaign |
| 3. | collaborate within a team to develop an effective integrated marketing communications campaign |
| 4. | communicate effectively marketing ideas and messages to target audiences |
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
- Communicate information clearly in a form appropriate for its audience (2.1)
Contribution to the development of graduate attributes
This subject deals with the role of various integrated marketing communication aspects from theoretical and practical perspectives to assist in better understanding professional business practice. It develops the tools to implement a crucial component of marketing strategies and provides managers with systematic approaches to setting marketing communications objectives, establishing budgets, identifying relevant target audiences, formulating and testing creative and media strategies, and evaluating campaign results. This subject encourages skills linked to the Faculty's graduate attributes (below) particularly in evaluating the relevance and effectiveness of various campaign strategies. The subject also develops communication and interpersonal skills plus business practice orientated skills as important elements of the IMC Plan report.
This subject contributes to the development of the following graduate attribute(s):
- Communication and collaboration
This subject also contributes specifically to develop the following Program Learning Objective:
- Demonstrate ability to work independently and with others as a member of a team to achieve an agreed goal (2.2)
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of online material, lectures and tutorials. The lectures involve topic discussion, audience engagement and critical debate; and the tutorials are built around topic questions, in-class exercises, subject feedback and presentations. These classes are supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System is used to share information and encourage interaction between staff and students.
Students are expected to read and learn about marketing communications from various materials before the class and, using this learning, be prepared to answer questions and actively participate in discussion in class and online. Feedback will be given verbally and formatively throughout the session on a weekly basis by the tutors to clarify student's understandings of key concepts and through peer feedback during group discussions. Further feedback is provided in relation to submitted assessment tasks.
An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.
Content (topics)
- Communication processes, objectives and budgets
- Creative and media planning and strategy
- Decisions about advertising and other marketing communications
- Public relations, publicity management, direct marketing
Assessment
Assessment task 1: Mid-session Tutorial Quiz (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1 |
|---|---|
| Weight: | 20% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Project Report (Group)
| Objective(s): | This addresses subject learning objective(s): 2, 3 and 4 |
|---|---|
| Weight: | 30% |
Assessment task 3: Oral Presentation (Individual)*
| Objective(s): | This addresses subject learning objective(s): 2 and 4 This addresses program learning objectives(s): 2.1 |
|---|---|
| Weight: | 10% |
| Criteria: |
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 4: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 4 |
|---|---|
| Weight: | 40% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Belch, George, Michael Belch, Gayle Kerr, Irene Powell, and David Waller (2020), Advertising: An Integrated Marketing Communications Perspective, 4th edition, McGraw-Hill/Irwin: Sydney.
Waller, David (2012), "Developing Your Integrated Marketing Communication Plan", McGraw-Hill Book Company Australia, Sydney.
UTS Business School (2020), The UTS Business School Writing Guide.
References
Arens, W.F. and Weigold, M. (2021), Contemporary Advertising, 16th edition, Homewood, IL: McGraw-Hill/Irwin.
Belch, G., and Belch, M. (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin.
Chitty, W., Barker, . Nand Shimp, T. (2008), Integrated Marketing Communications, 2nd edition, Cengage Learning Australia: Melbourne.
Rossiter, J. and Bellman, S. (2005), Marketing Communications: Theory and Applications, Pearson Education Australia: Sydney.
Wells, W., Spence-Stone, R.P., Crawford, R., Moriarty, S. and Mitchell, N. (2011), Advertising Principles and Practice, Pearson Education Australia: Sydney.