1 x 2-hour lecture weekly
1 x 1-hour tutorial weekly
^ = may be enrolled concurrently
^ 1 of BUSN2015, BUSN2025, BUSN1022
Assumed knowledge
Marketing principles.
Topic description

This topic introduces students to the process of developing and managing effective marketing communications. Using the Integrated Marketing Communications (IMC) concept, students will gain an understanding of consumer behaviour, communication theory and the various media used in advertising and promotion. They will also learn how to plan, develop and implement advertising and promotional campaigns.

Educational aims

This topic aims to provide students with an:

  • Understanding of the Integrated Marketing Communications concept and the environment marketers operate in when designing marketing communications strategies
  • Appreciation of the processes used to create an effective communications strategy and the tools used in marketing communications
  • Understanding of the effectiveness of different traditional and modern marketing communication tools and practices
  • Knowledge of consumer behaviour, branding and other relevant factors that are strongly linked with marketing communications
Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Describe the role of integrated marketing communications (IMC) in the marketing process
  2. Describe and illustrate use of the tools of marketing communications, including the broadcast and print media, support media, direct marketing, the internet and interactive media, sales promotion, public relations and personal selling
  3. Discuss factors that influence consumer response to different marketing communication activities
  4. Recognise the importance of consumer behaviour and branding related theories in marketing communications
  5. Discuss the ethical issues associated with marketing communications
  6. Work collaboratively to evaluate marketing communications
  7. Work collaboratively to develop a marketing communications strategy appropriate for firms operating in a specific environment

Key dates and timetable

(1), (2)

Each class is numbered in brackets.
Where more than one class is offered, students normally attend only one.

Classes are held weekly unless otherwise indicated.


If you are enrolled for this topic, but all classes for one of the activities (eg tutorials) are full,
contact your College Office for assistance. Full classes frequently occur near the start of semester.

Students may still enrol in topics with full classes as more places will be made available as needed.

If this padlock appears next to an activity name (eg Lecture), then class registration is closed for this activity.

Class registration normally closes at the end of week 2 of each semester.

Classes in a stream are grouped so that the same students attend all classes in that stream.
Registration in the stream will result in registration in all classes.
  Unless otherwise advised, classes are not held during semester breaks or on public holidays.