BK214 - Integrated Marketing Communication

Credit Points: 15

Prerequisite: BK202 Consumer Behaviour   

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

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. 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:

  • Marketing Communications and its evolution
  • Digital media and social media
  • Understanding consumer behaviour
  • Consumer databases
  • IMC Plan

Learning Outcomes

At the completion of this unit students should 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
Face to Face


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
IMC Plan (Group)a-e*25%
IMC Plan Presentationa-e*15%
Final Examination (3 hours)a-e*50%
Total 100%

*refer to learning outcomes above.


Belch, G., Belch, M. Kerr, G & Powell, I. (2014) Advertising and Promotion: An Integrated Marketing Communication Perspective (3rd edition). North Ryde, NSW: McGraw-Hill Australia

Reference Reading

  • 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

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 communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study


Colour coding    

Extent covered

                               The standard  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 standard 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 standard 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 standard 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 standard  is not considered, there is no theory or practice or activities associated with this standard