University of Technology Sydney

24736 Marketing Communications

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

Marketing communications is integral in today’s organisations and is a pivotal determinant of success. In a world where attention is scarce and media fragmented, marketing professionals face a myriad of options.

This subject provides the strategic understanding and the practical skills to plan and implement integrated marketing communications campaigns using theory, practice and research findings. Students develop skills to synthesise their knowledge of their market and audiences to brief agencies, build marketing communications plans and communicate this persuasively.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Critically analyse and evaluate managerial decisions with respect to a marketing communications campaign
2. Review principles, concepts and tools that aid marketing professionals in planning a marketing communications campaign
3. Recommend marketing communications activities in a comprehensive and integrated manner
4. Clearly communicate marketing communications ideas professionally in a form appropriate to the audience
5. Collaborate effectively in teams to achieve marcoms outcomes

Contribution to the development of graduate attributes

In this subject, marketing communications issues faced by marketing professionals are addressed. It provides a framework for planning the marketing communications program for organisations. This subject contributes to the development of the following graduate attribute(s):

  • Intellectual rigour and innovative problem solving
  • Communication and collaboration
Students will analyse marketing communication activities through engagement with in-class activities and the completion of a major project. This project will also develop communications skills by requiring students to create and present in written and oral formats. This subject contributes specifically to develop the following program learning objectives:
  • Effectively Communicate complex marketing ideas, decisions and strategies in a form appropriate to the audience (2.1)

Teaching and learning strategies

The subject is taught via recorded lectures, online activities and interactive workshop sessions comprising case studies, exercises and student presentations.

Students are expected to engage with the materials provided on Canvas (e.g., lecture videos, cases, activities, and other readings) before each workshop. The workshop will include a time when students work together in student-led discussions of activities and cases with the provision of teacher and peer feedback

Content (topics)

1. What is marketing communications and its role in the marketing process.
2. The components of marketing communication strategy, from objectives to audiences to budgets.
3. Development of creative strategy and brief.
4. Marketing communication tools and integration of media.
5. Effectiveness of marketing communications and the marcoms plan

Assessment

Assessment task 1: Creative brief (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 30%
Criteria:
  • Suitability of strategic components
  • Application of marcoms theoretical concepts
  • Appropriateness of recommendations
  • Quality of brief

Assessment task 2: Group Assignment*

Objective(s):

This addresses subject learning objective(s):

1, 2, 3, 4 and 5

Weight: 30%
Criteria:
  • Breadth and originality of perspective
  • Suitability of the marcoms plan recommendations
  • Quality of marcoms theory application
  • Quality of report and persuasiveness of arguments
  • Quality of pitch delivery
  • Quality of teamwork

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 3: Critical Evaluation (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight: 40%
Criteria:
  • Quality of the evaluation
  • Completeness of the evaluation
  • Appropriateness of recommendations
  • Clarity of communication

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

Other resources

Textbooks:

Fill, Chris, and Turnbull, Sarah (2019), Marketing Communications: touchpoints, sharing and disruption, 8th edition, Pearson: UK.

Belch, George and Belch, Michael (2021) Advertising and Promotion: an Integrated Marketing Communications Perspective, 12th edition, McGraw-Hill/Irwn: NY.

Rossiter, John, Percy, Larry, and Bergkvist, Lars (2018), Marketing Communications: Objectives, Strategy, Tactics. McGraw-Hill.