Integrated Marketing Communications

Unit code: BHO2265 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
Enquire

Overview

Explore how to plan and implement integrated marketing communication campaigns across a range of media platforms, with the Integrated Marketing Communications (IMC) unit.

You will gain experience in the areas of:

  • the use of IMC tools
  • segmentation
  • targeting and profiling of the consumer
  • identifying advertising, promotional and digital opportunities
  • assessing communication effectiveness using media metrics
  • evaluating integrated marketing communication strategies and tactics.

Design and present communications plans and strategies, working on real-world case studies drawn from international and multicultural environments.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Review marketing communication theories and strategies and discuss the role of advertising agencies and other marketing communication;
  2. Apply an effective mix of marketing communication tools to convey a consistent brand message to a target market;
  3. Investigate social, legal and ethical issues related to advertising, promotion and marketing communications from a multicultural and international perspective; and,
  4. Collaborate, in a team, to design and present an integrated marketing communications plan and strategy based on the real-life industry case studies.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 15%
MCQs and scenario-based online test
Assessment type: Assignment
|
Grade: 35%
Case study based on the current and real-life scenario
Assessment type: Report
|
Grade: 25%
Report based on a company operating in a complex international/multicultural environment (Group)
Assessment type: Presentation
|
Grade: 25%
Pecha Kucha presentation based on the report (Group)

Other locations

For students studying at India Online
Assessment type: Assignment
|
Grade: 30%
The role of integrated marketing communications (IMC) and advertising
Assessment type: Presentation
|
Grade: 30%
Applying marketing communication tools
Assessment type: Case Study
|
Grade: 40%
Case study report

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.

Integrated Marketing Communications
Luck, E., Barker, N., Sassenberg, A.-M., Chitty, B., Andrews, J. C., & Shimp, T. A. (2021)| Cengage.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

Search for units, majors & minors