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MKC3460 - Integrated marketing communication

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Dr Mike Reid


Clayton First semester 2007 (Day)


This unit builds on MKC1200 by extending the issues relating to communication. Conceptual framework for the planning, integration and control of the communication process; determining the communication options available to organisations; developing realistic communication objectives for different types of marketing communication; budgeting and allocating resources to the communication elements within the budget. Evaluating the effectiveness of the marketing communication plan and the strategic use of the techniques of advertising, sales promotion, publicity/PR and personal selling, sponsorship, direct marketing and the use of communication in electronic commerce.


The learning objectives of this unit are to:


Assignment(s): 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week


MKC1200 and MKC2110


MKF3461, MKW3461, MKF2331, MKW2460, MKW2211