MKC3460 Integrated marketing communication
Faculty of Business and Economics
MKC3460 Integrated marketing communication is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2021 in Semester 1 at Clayton. It needs MKX2111, MKB2703, MKW2402, MKC2110, MKF2111 or MKS2402 and unlocks 2 units.
- Credit points
- 6
- Offered in 2021
- Semester 1
- Clayton
- Assessment
- Exam 50%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2027 entry.
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Requisites
Before MKC3460
Prohibitions
You can't enrol if you have passed any of these.
After MKC3460
2 units list MKC3460 as a prerequisite or corequisite.
Enrolment rules
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit builds on MKC1200 by extending the issues relating to communication. Conceptual framework for the planning, integration and control of the communication process; determining the communication options available to organisations; developing realistic communication objectives for different types of marketing communication; budgeting and allocating resources to the communication elements within the budget. Evaluating the effectiveness of the marketing communication plan and the strategic use of the techniques of advertising, sales promotion, publicity/PR and personal selling, sponsorship, direct marketing and the use of communication in electronic commerce.
Offerings in 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | On campus |
Assessment
- Within semester assessment50%
- ExaminationThreshold hurdle50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
critically evaluate the role of Integrated Marketing Communication in building brand equity
- 2
employ a conceptual framework for the planning, integrating and control of the marketing communication process
- 3
demonstrate the strategic use of each of the communication elements -- advertising, direct marketing, sales promotion and PR/publicity
- 4
formulate relevant ideas on campaign message and creative strategies and discuss them
- 5
recommend appropriate ways to evaluate a marketing communication campaign.
Workload and teaching
- Lectures18 hours
- Tutorials18 hours
- Teaching approachActive 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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Where it fits
MKC3460 is part of 1 area of study in the 2021 handbook.
Contacts
- Chief Examiners
- Ms Maureen Griffiths
Common questions
What are the prerequisites for MKC3460?
You need MKX2111, MKB2703, MKW2402, MKC2110, MKF2111 or MKS2402 before you enrol. Enrolment rules also apply.
What can I take after MKC3460?
MKC3460 is a prerequisite or corequisite for 2 units, including MKF3621 and MKW3610.
When is MKC3460 offered?
In 2021, MKC3460 runs in Semester 1 at Clayton.
How much work is MKC3460?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC3460 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 1 other task.
Which majors and minors include MKC3460?
MKC3460 is part of Marketing science.