MKB2704 Consumer orientated marketing communications
Faculty of Business and Economics
MKB2704 Consumer orientated marketing communications is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 2 at Peninsula. It needs MKC2110, MKF2111, MKB2703, MKW2402 or MKX2111 and unlocks 2 units.
- Credit points
- 6
- Offered in 2026
- Semester 2
- Peninsula
- Assessment
- Exam 40%
- and 3 other tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKB2704
Prohibitions
You can't enrol if you have passed any of these.
After MKB2704
2 units list MKB2704 as a prerequisite or corequisite.
Overview
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.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Peninsula | On campus |
Assessment
- Exercise15%
- Written15%
- Presentation30%
- ExaminationThreshold hurdle40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able 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.
Workload and teaching
- Lectures18 hours
- Tutorials24 hours
- Teaching approachActive learning
- Teaching approachProblem-based learning
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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Learning resources
Required resources
Clow, Kenneth E. and Donald E. Baack (2018), Integrated Advertising, Promotion, and Marketing Communications (8 th Edition – Global), Harlow, United Kingdom.
Where it fits
MKB2704 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Jacki Mitchell
Common questions
What are the prerequisites for MKB2704?
You need MKC2110, MKF2111, MKB2703, MKW2402 or MKX2111 before you enrol.
What can I take after MKB2704?
MKB2704 is a prerequisite or corequisite for 2 units, including MKF3621 and MKW3610.
When is MKB2704 offered?
In 2026, MKB2704 runs in Semester 2 at Peninsula.
How much work is MKB2704?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKB2704 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 3 other tasks.
Which majors and minors include MKB2704?
MKB2704 is part of Marketing and communications.