Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedPeninsula First semester 2015 (Day)
Coordinator(s)Mr Boris Kolar


This unit is designed to provide students with a theoretical and practical appreciation of the central role that marketing communication plays in the general business environment. The unit provides a framework for examining, analysing, and evaluating various aspects of the marketing communications process and the relevant marketing communications tools commonly used. Emphasis is given to building student skills in determining which marketing communication tools to use under a variety of dynamic environments. Topics covered include: advertising, database and direct response marketing, personal selling, public relations, sponsorship, promotions, as well as ethical issues in implementing marketing communication programs.


The learning goals associated with this unit are to:

  1. critically evaluate the role of integrated marketing communication in achieving organisational objectives
  2. employ a conceptual framework for the planning, integrating and control of the marketing communication process
  3. demonstrate the strategic use of each of the communication elements - advertising, database and direct response marketing, personal selling, public relations, sponsorship, and promotions
  4. understand the dynamics involved in developing effective campaign messages and creative strategies
  5. understand the processes involved in making effective media channel and message delivery decisions
  6. recommend appropriate ways to evaluate a marketing communication campaign.


Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must have passed one of the following units: MKB2402, MKC2110, MKF2111, MKG2402, MKP2700, MKP2701 or MKW2402.