MKO5926 Integrated marketing communications
Faculty of Business and Economics
MKO5926 Integrated marketing communications is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics. It isn't offered in 2022. It has no prerequisites.
- Credit points
- 6
- Offered in 2022
- Other periods
- Monash Online
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2022 handbook entry. See the 2027 entry.
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Requisites
Before MKO5926
No prerequisites or corequisites besides the enrolment rules below.
After MKO5926
No unit lists MKO5926 as a prerequisite in the 2022 handbook.
Enrolment rules
You must be enrolled in course A4014, A6032, B6025, B6026 or B6028 to undertake this unit.
Equivalent units
The same content under another code. Only one of them counts.
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 2022
| Teaching period | Campus | Mode |
|---|---|---|
| Teaching period 2 | Monash Online | Online |
| Teaching period 6 | Monash Online | Online |
Assessment
- Within semester assessment100%
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
- Teaching approachOnline learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of learning activities and independent study. Independent study may include associated readings, assessment and preparation for activities. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Recommended resources
Belch, G E, Belch, MA, Kerr, G, and Powell, I, (2019), Advertising: An integrated marketing communication perspective 4e (Pack - includes Connect), Mc-Graw Hill Australia, North Ryde. Fourth Edition ISBN: 9781760422998
Contacts
- Chief Examiners
- Dr Bora Min
Common questions
What are the prerequisites for MKO5926?
MKO5926 has no prerequisites, but enrolment rules apply.
When is MKO5926 offered?
MKO5926 has no offerings listed in the 2022 handbook.
How much work is MKO5926?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKO5926 have an exam?
No. MKO5926 has 1 assessment task and no exam.