BK214 - Integrated Marketing Communication

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BK202 Consumer Behaviour

Co-requisite: N/A

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing, and offered as an elective unit in the Bachelor of Business majors in Management and Accounting. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website:  http://www.mit.edu.au/study-with-us/programs/bachelor-business.

Organisations are created to develop and offer products and services to the market place. For these organisations to be successful they must be able to effectively communicate what the products and services are and how they will meet the needs of purchasers. To be competitive these organisations must also be able to source the resources necessary to sustain the offering of the products and services with minimal cost and adequate profitability for expansion and future development. All these activities are involved in effective marketing to customers.

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:

  • Introduction to integrated marketing communications and its evolution
  • Setting IMC objectives
  • Identify IMC targets
  • Understanding consumer: how marketing communication influence consumer behavior
  • Branding and building relationships with the database
  • Planning for IMC
  • Establishing objectives and budgeting for the IMC program
  • Message strategy and execution
  • Media: strategy and choices
  • Direct and interactive marketing
  • Sales promotion and personal selling
  • Exam revision

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Recognise the nature of different communication theories and how they can be utilized  in developing a marketing communication strategy.
b. Describe the importance of integrated marketing communication in achieving the objectives of an organisation.
c. Develop an understanding of media options to develop and evaluate a media and contact strategy.
d. Formulate the message strategy for an Integrated Marketing Communication (IMC) program.
e. Develop an effective marketing communication plan.


Assessment Task Due Date A B Unit Learning Outcomes
1. Formative assessment Week 3 5% - a
2. Contribution in class Week 1-12 - 10% a-e
3. Group Assessment Weeks 7 20% - a-e
4. IMC plan presentation [Group] Week 10 - 15% a-e
5. Project [3 hours] TBA - 50% a-e
TOTALS   25% 75% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (10%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode. 

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Winchester, M., Ling, P. Srocchi, L.,  Liwin, o.,Shin, W. and Kang, H. (2019)  Integration Marketing Communication A balanced Model, ANZ: Oxford University Press.

Other recommended references

  • Fill, C., Turnbull, S. (2016), Marketing Communication (7th Edition). Pearson publications.
  • Chitty, B., Luck, E., Barker, N., Valos, M., Shimp, T., Andrews, C. (2015), Integrated Marketing Communications (4th edition). Cengage Learning Australia.
  • Chaffey, G., Chadwick, F. (2015), Digital Marketing (6th edition). Pearson publications.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.