MKB2704 - Consumer orientated marketing communications - 2019

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - 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

Chief examiner(s)

Dr Eugene Chan (Second semester)

Unit guides



  • Second semester 2019 (On-campus)


MKB2703 or equivalent.


MKS2460, MKW2460, MKC3460, MKF3461.


This unit explores the development of marketing communication strategies to meet organisational objectives.

In this unit you explore the principles and practices of marketing communication and learn how to apply a range of marketing communication functions and tools to address different marketing problems and opportunities. Given the applied nature of this unit, you will also have the opportunity to develop an IMC plan that uses campaign messages and creative strategies in existing and emerging communication channels to engage consumers.


The learning goals associated with this unit are to:

  1. discuss the role of consumer integrated marketing communication in achieving organisational objectives
  2. identify and justify appropriate communication channels to reach different consumer audiences
  3. develop recommendations around appropriate media mixes to achieve campaign objectives for a specific target audience
  4. develop an appropriate consumer-focused integrated marketing communication plan for a specified audience
  5. develop recommendations around evaluating an IMC plan.


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