UnitLevel 2Undergraduate

MKS2460 Integrated marketing communication

Faculty of Business and Economics

MKS2460 Integrated marketing communication is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 2 and Summer B at South Africa. It needs MKS1120 and MKS2402 and unlocks 3 units, leading on to 4 units in all.

Credit points: 6
Offered in 2020: Semester 2, Summer B; South Africa
Assessment: Exam 50%; and 2 other tasks
Workload: 144 hours; per semester

This is the 2020 handbook entry. See the 2021 entry.

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Requisites

Before MKS2460

Prohibitions

You can't enrol if you have passed any of these.

One of

Prerequisites

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After MKS2460

3 units list MKS2460 as a prerequisite or corequisite.

Equivalent units

The same content under another code. Only one of them counts.

Overview

This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluating various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion and emerging technologies and their potential.

Offerings in 2020

Teaching period	Campus	Mode
Second semester	South Africa	On campus
Summer semester B	South Africa	Block on

Assessment

Individual Test
15%
Group Report - IMC Plan
35%
ExaminationThreshold hurdle
50%

Learning outcomes

When you finish this unit, you should be able to:

1
demonstrate a detailed understanding of the marketing communication strategies used to build brands
2
understand and apply marketing communication functions
3
analyse and apply the marketing communication processes as they apply to specific targets
4
analyse the social, legal and ethical issues associated with marketing communication from both a national and international perspective
5
determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.

Workload and teaching

Lectures24 hours
Tutorials12 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.

This unit will be taught as a 2 hour lecture and 1 hour tutorial each week for 12 weeks. All students in this unit are expected to develop the independent learning skills required for university study and professional life. All students must ensure they have access to the resources required for successful completion of this unit. The minimum resources required for this unit include the prescribed textbook, the unit online Moodle site, the Faculty Q Manual, journal articles from the Monash library data-bases and current newspaper articles. This unit adopts a teaching and learning approach that is both student-centred and research led. A student-centred approach places students at the centre of the learning process, allowing and equipping them to learn about Marketing theory and concepts through the learning materials and assessment tasks. Research-led teaching complements this approach by facilitating students’ understanding and experience of research and its contribution to the knowledge that underpins Marketing theory and concepts.

Learning resources

Required resources

Prescribed textbook and readings Belch, G. E. & Belch, M. A. Advertising and Promotion: An integrated marketing communication perspective ( 10th Global Edition) North Ryde, N.S.W., Australia: McGraw-Hill. ISBN: 9789814575119

Contacts

Chief Examiners: Ms Cynthia Bedwei-Majdoub

Common questions

What are the prerequisites for MKS2460?

You need MKS1120 and MKS2402 before you enrol.

What can I take after MKS2460?

MKS2460 is a prerequisite or corequisite for 3 units, including MKF3621, MKS3881 and MKW3610. Those lead on to 4 units in all.

When is MKS2460 offered?

In 2020, MKS2460 runs in Semester 2 and Summer B at South Africa.

How much work is MKS2460?

The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.

Does MKS2460 have an exam?

Yes. The exam is worth 50% of the final mark, alongside 2 other tasks.

More details

Credit points: 6
Level: 2
Study level: Undergraduate
Faculty: Faculty of Business and Economics
Organisational unit: Department of Marketing

Type: Coursework
EFTSL: 0.125
Student contribution: SCA Band 3
Study abroad: Not available
Handbook years: 20202021