MKW2460 Integrated marketing communication
Faculty of Business and Economics
MKW2460 Integrated marketing communication is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 and Semester 2 at Malaysia. It needs MKW2402, MKB2703, MKC2110 or MKF2111 and unlocks 4 units.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKW2460
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKW2460
4 units list MKW2460 as a prerequisite or corequisite.
Overview
This unit is designed to provide you 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 evaluation 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, emerging technologies and their potential.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Artefact60%
- Project40%
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
apply concepts and models in IMC to gain insights into building brands
- 2
evaluate the social, legal and ethical issues associated with marketing communication from both national and international perspectives to effectively operate within professional boundaries
- 3
design advertising content to market a product or service following the marketing principles
- 4
demonstrate teamwork skills by working on team projects.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachEnquiry-based learning
- Teaching approachActive learning
- Teaching approachProblem-based 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 enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Where it fits
MKW2460 is part of 3 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Mr Shafiullah Anis
- Jeong Hahm
Common questions
What are the prerequisites for MKW2460?
You need MKW2402, MKB2703, MKC2110 or MKF2111 before you enrol.
What can I take after MKW2460?
MKW2460 is a prerequisite or corequisite for 4 units, including MKF3621, MKW3000, MKW3301 and MKW3610.
When is MKW2460 offered?
In 2026, MKW2460 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW2460?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW2460 have an exam?
No. MKW2460 has 2 assessment tasks and no exam.
Which majors and minors include MKW2460?
MKW2460 is part of Food science and business; and Strategic marketing.