Available in 2022
Course code



10 units


6000 level

Course handbook


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.

Availability2022 Course Timetables


  • Trimester 2 - 2022

Newcastle City Precinct

  • Trimester 3 - 2022

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.


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

Proposal / Plan: IMC Plan Part A

Project: IMC Plan Project

Contact hours

Online and Newcastle City Precinct


Face to Face On Campus 3 hour(s) per Week for Full Term

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.