24210 Integrated Marketing Communications

Subject level: Undergraduate

Handbook description

This subject examines all aspects of integrated marketing communications from an advanced viewpoint based on theory and research findings. It provides managers with systematic approaches to setting marketing communications objectives, establishing budgets, identifying relevant target audiences, formulating and testing strategies and evaluating campaign results. It considers contemporary issues in advertising, together with reference to complementary aspects such as publicity and direct marketing and includes an applied project covering these decision factors.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. understand managerial decisions that need to be made with respect to an integrated marketing communications campaign
2. apply principles, concepts and tools that aid managers such as advertising executives and brand managers in planning an integrated marketing communications campaign
3. prepare a campaign planning brief for a local or global marketing communications project
4. make better decisions about the marketing communications mix; this mix includes not only advertising and sales promotion but also elements such as direct marketing and public relations
5. plan marketing communications in a comprehensive and integrated manner
6. present a marketing communications campaign for a good or service.

Contribution to graduate profile

This subject deals with the role of various integrated marketing communication aspects from theoretical and practical perspectives. 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 strategies and evaluating campaign results.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

• Decisions about advertising and other marketing communications
• Public relations, publicity management, direct marketing
• Communication processes, objectives and budgets
• Creative and media planning and strategy

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report(Group)

Assessment item 3: Final Exam (Individual)