GSBS6300
10 units
6000 level
Course handbook
Description
Integrated Marketing Communications is an extremely important part of the marketing mix, as no-one will rush to buy your product if they do not know about it! It is therefore vital to effectively and efficiently communicate your message about your product, service and/or idea to the marketplace. The role of integrated marketing communications in marketing management from both theoretical and practical perspectives is the core of the course.Students investigate topics which include the role of IMC, the use of agencies, communication/behavioural aspects of advertising, planning, budgeting and decision-making, media selection and controls on communication activities.
Availability2024 Course Timetables
Newcastle City Precinct
- Trimester 1 - 2024
Online
- Trimester 2 - 2024
- Trimester 3 - 2024
Learning outcomes
On successful completion of the course students will be able to:
1. Outline the nature of IMC and describe its environment;
2. Explain how to set IMC objectives and formulate an IMC budget;
3. Evaluate creative strategies in the light of given marketing objectives and strategies;
4. Analyse and evaluate the cost effectiveness of various forms of media;
5. Explain the behavioural factors that influence the effectiveness of communications;
6. Describe the various control mechanisms to evaluate activities;
7. Prepare an IMC Plan.
Content
Topics in the course include but are not limited to the following;
1. Strategic brand communications and advertising
2. Segmenting and targeting the audience
3. How brand communication works
4. Strategic research and planning
5. The creative side
6. Promotional writing, Visual communication
7. Media basics, Media planning and negotiation
8. Paid media
9. Owned, interactive and earned media
10. Public relations, direct response and promotions
11. IMC management, evaluating IMC effectiveness
12. Social impact and responsibility
Assumed knowledge
GSBS6005 Marketing Management and Strategy
Assessment items
In Term Test: Mid Term Quiz
Presentation: IMC Plan Part A
Project: IMC Plan Project
Contact hours
Trimester 1 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- For Face to face mode - 6 hrs of online content per term provided for self directed learning
Trimester 2 - 2024 - Online
Online Activity-1
- Online 30 hour(s) per term
Trimester 3 - 2024 - Online
Online Activity-1
- Online 30 hour(s) per term
Course outline
- GSBS6300 - Trimester 1, 2024 (Ncle) (PDF, 225.4 KB)
- GSBS6300 - Trimester 2, 2024 (Online) (PDF, 217.5 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.