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 2026. It has no prerequisites.
- Credit points
- 6
- Offered in 2026
- Other periods
- Monash Online
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKO5926
Prohibitions
You can't enrol if you have passed any of these.
After MKO5926
No unit lists MKO5926 as a prerequisite in the 2026 handbook.
Enrolment rules
You must be enrolled in course A4014, A6032, B6025, B6026, B6028 or in a Monash Online course 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 2026
| Teaching period | Campus | Mode |
|---|---|---|
| Teaching period 2 | Monash Online | Mo |
| Teaching period 6 | Monash Online | Mo |
Assessment
- Written100%
- Written30%
- Written30%
- Written40%
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
use industry accepted and theoretically sound frameworks and processes to prepare an integrated marketing communications plan
- 2
Teaching period 2: construct realistic integrated marketing communication objectives and demonstrate the use of individual and integrated strategies to achieve these objectives
Teaching period 6: construct integrated marketing communication objectives and demonstrate the use of integrated strategies to achieve these objectives
- 3
recommend and justify relevant strategies and tactics relating to marketing communications, message and media decisions
- 4
Teaching period 2: 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 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
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 2026 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 4 assessment tasks and no exam.