MKF5926 - Integrated marketing communication - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Professor Tracey Danaher (First semester)

Dr Davide Orazi (Second semester)

Unit guides



  • First semester 2017 (Off-campus)
  • Second semester 2017 (Evening)


"You cannot not communicate." This statement is at the heart of why integrated marketing communications (IMC) plays such a critical role within an organisation. Drawing on theoretical and industry based perspectives, in this unit you will gain an understanding of how IMC allows organisations to connect with and influence their consumers to achieve specific marketing and promotional objectives. Along the way, you will also gain insight into the marketing communications industry (including advertising, digital and media) and how it interacts with society.


The learning goals associated with this unit are to:

  1. use industry accepted and theoretically sound frameworks and processes to prepare an integrated marketing communications plan
  2. construct realistic integrated marketing communication objectives and demonstrate the use of individual and integrated strategies to achieve these objectives
  3. recommend and justify relevant strategies and tactics relating to marketing communications, message and media decisions
  4. evaluate the influences affecting the efficient achievement of integrated marketing communication objectives including budget, resource allocation, project management and environmental pressures
  5. assess broader marketing communication industry issues, offering insight and analysis based on research.


Within semester assessment: 50% + Examination: 50%

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)

Professor Tracey Danaher (First semester)

Dr Davide Orazi (Second semester)


Students must be enrolled in B6010, 2276 or B6005 to undertake this unit

Students enrolled in course 4431 are prohibited from this unit.


Students enrolled in course 4431 are prohibited from this unit.