MKF5926 Integrated marketing communication
Faculty of Business and Economics
MKF5926 Integrated marketing communication is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 2
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKF5926
Prohibitions
You can't enrol if you have passed any of these.
After MKF5926
No unit lists MKF5926 as a prerequisite in the 2025 handbook.
Enrolment rules
You must have passed or be enrolled in MKF5955, MKM5955 or MKZ5955, or be enrolled in course A6004, A6030, B6010 or B6042 to undertake this unit.
Overview
"You cannot not communicate." This statement is at the heart of why integrated marketing communications (IMC) plays such a critical role within an organisation. Drawing on theoretical and industry based perspectives, in this unit you will gain an understanding of how IMC allows organisations to connect with and influence their consumers to achieve specific marketing and promotional objectives. Along the way, you will also gain insight into the marketing communications industry (including advertising, digital and media) and how it interacts with society.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus |
Assessment
- Written65%
- Presentation35%
Learning outcomes
When you finish this unit, you should be able to:
- 1
use industry accepted and theoretically sound frameworks and processes to prepare an integrated marketing communications plan
- 2
construct realistic integrated marketing communication objectives and demonstrate the use of individual and integrated strategies to achieve these objectives
- 3
recommend and justify relevant strategies and tactics relating to marketing communications, message and media decisions
- 4
evaluate the influences affecting the efficient achievement of integrated marketing communication objectives including budget, resource allocation, project management and environmental pressures
- 5
assess broader marketing communication industry issues, offering insight and analysis based on research.
Workload and teaching
- Tutorials18 hours
- Lectures18 hours
- Teaching approachCase-based teaching
- 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. 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 includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
"George Edward Belch, Gayle Kerr, Michael A. Belch, Irene Powell, David Waller, (2019). Advertising: an IMC Perspective 4e. McGraw Hill, ISBN 1760422401"
For greater insight, you should also be reading articles from: Ad News, B&T, Marketing, Professional Marketing, Journal of Marketing Communications, Journal of Advertising, Journal of Advertising Research, International Journal of Integrated Marketing Communications, Journal of Product & Brand Management, International Journal of Advertising, Journal of Brand Management
Where it fits
MKF5926 is part of 1 area of study in the 2025 handbook.
Contacts
- Chief Examiners
- Dr Bora Min
Common questions
What are the prerequisites for MKF5926?
MKF5926 has no prerequisites, but enrolment rules apply.
When is MKF5926 offered?
In 2025, MKF5926 runs in Semester 2 at Caulfield.
How much work is MKF5926?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5926 have an exam?
No. MKF5926 has 2 assessment tasks and no exam.
Which majors and minors include MKF5926?
MKF5926 is part of Marketing.