Available in 2021
Course code



10 units


3000 level

Course handbook


Business and marketing objectives define effective communications strategy. The nature and design of communication strategies in terms of customer-marketer interaction is examined with the traditional theories and the future implications of emerging technologies considered. Wherever appropriate, the content is international in its perspective. Students engage in independent and collaborative work processes to design and communicate strategies reflective of authentic practice in Advertising and Promotion.

Availability2021 Course Timetables

Newcastle City Precinct

  • Semester 1 - 2021

Learning outcomes

On successful completion of the course students will be able to:

1. Determine the role of marketing communications within the context of marketing strategies

2. Apply theories to the development of marketing communications

3. Critically evaluate traditional marketing communication strategies

4. Compare and contrast the stages involved in developing effective marketing communications

5. Evaluate the impact of emerging technologies and globalisation on the nature of marketing communications inclusive of social and cultural influences

6. Access and analyse information to improve strategy development and communication outcomes either independently or as a team member

7. Articulate specialised knowledge in both oral and written contexts reflective of your audience and purpose

8. Demonstrate an awareness of the professional standards and ethical conduct in relation to Advertising and Promotion Strategies


The topics in this course include the following:

  1. The role of marketing communications in the marketing process from both a theoretical and practical perspective.
  2. The nature of marketing communications in consumer, business-to-business and international/global contexts.
  3. Activities involved in the design of communication strategies.
  4. Contemporary and traditional approaches to customer-marketer interaction including those that are electronically based.


If you have successfully completed MKTG2102, you cannot enrol in this course.

Assumed knowledge

MKTG1001 Foundations of Marketing or MKTG2100 Marketing Principles

Assessment items

Presentation: Presentation: Group Presentation

Written Assignment: Critique

Project: Project: Group IMC Plan

Formal Examination: Formal Examination: Final Exam

Contact hours

Newcastle City Precinct

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.

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.