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BX2082 - Integrated Marketing Communications

Credit points: 3
Year: 2014
Student Contribution Band: Band 3
Administered by: School of Business (pre 2015)

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, Internal, Study Period 2
Census Date 28-Aug-2014
Coordinator: Mr Christian Ware
Lecturer: Dr Rachel Hay.
Workload expectations:
  • 26 hours lectures
  • 12 hours tutorials
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

External, Study Period 2
Census Date 28-Aug-2014
Coordinator: Mr Christian Ware
Lecturers: Mr Christian Ware, Mrs Tracey Mahony.
Method of Delivery: WWW - LearnJCU
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

Cairns, Internal, Study Period 2
Census Date 28-Aug-2014
Coord/Lect: Mr Christian Ware.
Workload expectations:
  • 38 hours workshops/Seminars - Hybrid session of three hours duration each week involving switch between lecture and tutorial style activities as appropriate for the given week of the subject program.
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Singapore, Internal, Study Period 52
Census Date 17-Jul-2014
Coordinator: Mr Christian Ware
Lecturer: Mr Valentine Ortega.
Workload expectations:
  • 26 hours lectures
  • 12 hours tutorials
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Singapore, Internal, Study Period 53
Census Date 13-Nov-2014
Workload expectations:
  • 26 hours lectures
  • 12 hours tutorials
Assessment: end of semester exam (50%); assignments (30%); quizzes/tests (20%).

JCU Brisbane, Internal, Study Period 22
Census Date 14-Aug-2014
Coordinator: Mr Christian Ware
Lecturer: Ms Sangeeta Rai.
Workload expectations:
  • 26 hours lectures
  • 12 hours tutorials
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.