Unit Outline

Integrated Marketing Communications (IMC) covers the general area of marketing communications with a focus on advertising and promotion at an advanced level. IMC rests upon the management of media and other tools which can be used to deliver marketing messages in an effective and integrated way, while achieving marketing, communications and broader organisational objectives. The unit focuses on an approach to marketing communications that considers how the integration of messages can achieve greatest impact, primarily through the coordinated use of a range of marketing communication tools. In this regard, the unit looks at the creation, selection and execution of consistent marketing messages for an organisation to communicate across its various communication and marketing platforms. An IMC approach considers the strategic use of a range of traditional media, as well as digital and social media. The unit content is placed in the context of more general IMC issues faced by organisations of all sizes including branding, planning, budgeting, coordination and delivery messages, and media management. Students will find that an advanced understanding the complexities of IMC and its various aspects will stand them in good stead for being able to make effective marketing and general business decisions.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Analyse integrated marketing communications issues using relevant theories and concepts in a marketing campaign context.
2.	Apply selected integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
3.	Evaluate appropriate integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
4.	Create an integrated marketing communications campaign proposal using theories, concepts and contemporary tools.
5.	Present the integrated marketing communications campaign in oral and written form.

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	BMA612

Alterations as a result of student feedback

To Be Determined

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	IMC Case Study	Week 6	25 %	LO1, LO2, LO3, LO4, LO5
Assessment Task 2:	Multiple Choice Quiz	Refer to Assessment Description	20 %	LO1, LO2, LO3, LO4, LO5
Assessment Task 3:	Campaign Report and Video Pitch	Refer to Assessment Description	55 %	LO1, LO2, LO3, LO4, LO5

Assessment details

Assessment Task 1: IMC Case Study

Task Description:

This is an individual assessment.
The aim of this assessment is to develop skills in understanding and evaluating an IMC campaign. A case study will be provided to students and they will be required to address a series of questions analysing the campaign.
Information and marking criteria will be provided on MyLO.

Task Length:

1500 words (+/- 10%), excluding references

Due Date:

Week 6

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain and analyse the benefits of IMC tools within a communications theory context.	LO1
2	Identify and analyse IMC issues in an industry relevant setting.	LO1
3	Conduct independent research on contemporary IMC issues.	LO2, LO4
4	Apply IMC theories to industry relevant settings and provide recommendations for future strategies.	LO2, LO4
5	Write clearly using the language of integrated marketing communications	LO3, LO5
6	Communicate in the format of an oral presentation using visual aids in a professional manner.	LO3, LO5

Assessment Task 2: Multiple Choice Quiz

Task Description:

This is an individual assessment.
Every week (weeks 2 – 11) during the workshop, on-campus students will take a multiple choice quiz designed to assess their knowledge of key concepts and theories covered that week.. Students will have 10 minutes to complete the test, and one (1) attempt will be permitted. Overall, students will take ten (10) individual online tests. These are self-marking tests, and students will know their results immediately.

For distance students, a set time for the weekly release of the test will be provided on MyLO.

Task Length:

15 minutes per quiz

Due Date:

Refer to Assessment Description

Weight:

20 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain and analyse the benefits of IMC tools within a communications theory context.	LO1
2	Identify and analyse IMC issues in an industry relevant setting.	LO1
3	Conduct independent research on contemporary IMC issues.	LO2, LO4
4	Write clearly using the language of integrated marketing communications.	LO3, LO5
5	Communicate in the format of an oral presentation using visual aids in a professional manner.	LO3, LO5

Assessment Task 3: Campaign Report and Video Pitch

Task Description:

This is an individual assessment.
The aim of this assessment is to develop skills in the application of IMC theory into practice. The campaign report and video pitch requires students to design an IMC campaign for a new product or service, from a choice provided by the unit coordinator. Information and marking criteria will be provided on MyLO.

Task Length:

A: ideo pitch: maximum length of 8 minutes (minimum 6 minutes); accompanying PowerPoint Slides: minumum 8 slides; B. Report 2,500 to 3,000 words (excluding references)

Due Date:

Refer to Assessment Description

Weight:

55 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain and analyse the benefits of IMC tools within a communications theory context.	LO1
2	Identify and analyse IMC issues in an industry relevant setting.	LO1
3	Conduct independent research on contemporary IMC issues.	LO2
4	Apply IMC theories to industry relevant settings and provide recommendations for future strategies.	LO2, LO3, LO5
5	Write clearly using the language of integrated marketing communications.	LO3
6	Communicate in the format of an oral presentation using visual aids in a professional manner.	LO3, LO4, LO5

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.

Required Resources

Required reading materials

Andrews, J.C. and Shimp, T.A. 2018. ‘Advertising, Promotion, and other aspects of Integrated Marketing Communications’, Tenth Edition, Cengage.

ISBN: 978-1-337-28265-9