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Handbooks Courses Units

MKX9261 - Integrated marketing communication

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Ms Irene Powell


Caulfield First semester 2008 (Evening)
Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Evening)
Caulfield Second semester 2008 (Off-campus with online component)


The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals.


The learning goals associated with this unit are to:

  • use a managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity
  • construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives
  • set a marketing communication budget and allocate resources to the communication elements within this budget
  • provide relevant input towards creative and media strategy
  • formulate management perspectives on marketing communication issues, present and discuss them.


Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week


Students enrolled in course code 3802 (M Mktg Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006.


Students enrolled in course code 3802 (M Mktg Stream B) have no co-requisites. All other students must be enrolled in MKX9160 or MBA9006 if they have not already completed the units.

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