BK214 – Integrated Marketing Communications

Credit Points: 15

Prerequisite: BK202 - Consumer Behaviour

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney


Aims & Objectives

This unit provides students with an understanding of the principles of Integrated Marketing Communications (IMC) and the role of the marketing communicator. It explores the context in which marketing communications is changing and guides students in appreciating the nature of communication theories and how these are applied in developing IMC strategies. Students will be challenged to formulate an effective IMC program for a chosen product, setting objectives, strategies, executional tactics and evaluative techniques. The unit focuses on the promotional aspect of the marketing mix which is a vital part of marketing and business management.

Unit topics include:

  1. Marketing Communications and its evolution
  2. Digital media and social media
  3. Understanding consumer behaviour
  4. Consumer databases
  5. IMC Plan

Learning Outcomes

At the completion of this unit students will be able to:

  1. Recognise the nature of different communication theories and how they can be utilized  in developing a marketing communication strategy
  2. Describe the importance of integrated marketing communication in achieving the objectives of an organisation
  3. Develop an understanding of media options to develop and evaluate a media and contact strategy
  4. Formulate the message strategy for an Integrated Marketing Communication (IMC) program
  5. Develop an effective marketing communication plan

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
IMC plan (Group)a-e*5%
IMC plan presentation (Group)a-e*20%
Total 100%

*refer to learning outcomes above.


Students are advised to check the unit outline for prescribed Textbooks.

Reference Reading

Students are advised to check the unit outline for additional reference materials.