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BX2082 - Integrated Marketing Communications

Credit points: 3
Year: 2019
Student Contribution Band: Band 3
Administered by: College of Business, Law & Governance

Organisations employ various promotional methods to communicate with specific target markets in line with the organisations' overall sustainable marketing objectives. This subject explores various processes and techniques relevant to the effective utilisation of the promotional mix and advocates the development of an integrated marketing communications (IMC) approach whereby the different communication tools available to the marketer are employed in a consistent and coordinated way so as to optimise their effectiveness. Key communication tools and avenues incorporated within the subject's coverage include: broadcast media, print media, interactive media and a variety of other support media along with the utilisation of techniques such as the use of direct marketing, public relations and publicity and sales promotion.

Learning Outcomes

  • explain the shift in marketing communications practice from an emphasis on advertising to an emphasis on a broader integrated marketing communications (IMC) approach;
  • discuss the range of key factors that underpin the successful planning, development and monitoring of an IMC campaign;
  • determine creative strategies, execution techniques and media placement strategies best suited to different target markets and product / service categories;
  • appraise various promotional mix tools and approaches with a view to determining those best suited to different target markets and situations;
  • develop an IMC plan in response to a given scenario / case study.
Prerequisites: BU1108 OR BU2108 OR BU1008 OR BU2208 OR BU1908 OR BU1808 - allow concurrent with BU1108 OR BU2108 OR BU1808
Inadmissible
Subject
Combinations:
MG3705 MG2705

Availabilities

Townsville, Limited, Study Period 2
Census Date 29-Aug-2019
Face to face teaching 27-Aug-2019 to 24-Sep-2019 (5pm - 8pm Tuesday 27th Aug; 5pm - 8pm Tuesday 24th Sept 2019.)
Coordinator: Mr Christian Ware
Lecturers: Mrs Tracey Mahony, Mr Muhammad Saleem.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 38 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

External, Study Period 2
Census Date 29-Aug-2019
Coordinator: Mr Christian Ware
Lecturer: Mrs Tracey Mahony.
Method of Delivery: WWW - LearnJCU
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Singapore, Internal, Study Period 51
Census Date 11-Apr-2019
Coordinator: Mr Christian Ware
Lecturer: Mr Rayan Daniyal.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 38 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Singapore, Internal, Study Period 53
Census Date 05-Dec-2019
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 38 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Brisbane, Internal, Study Period 21
Census Date 11-Apr-2019
Coordinator: Mr Christian Ware
Lecturer: Mrs Chelsea Smallwood.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 38 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Brisbane, Internal, Study Period 23
Census Date 05-Dec-2019
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 38 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.