11016 (v.5) Integrated Marketing Communications 202

Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
The tuition pattern below provides details of the types of classes and their duration. This is to be used as a guide only. For more precise information please check your unit outline.
Lecture:	1 x 1.5 Hours Weekly
Tutorial:	1 x 1.5 Hours Weekly
Prerequisite(s):	10850 (v.4) Marketing 100 or any previous version
Syllabus:	This is an introductory unit which explores the importance of marketing communication, the concepts underlying effective marketing communication and the skills needed to create simple integrated marketing communication (IMC) campaigns. Students are introduced to simple market research procedures that can be used to derive customer segmentation and brand positioning strategies. They are further exposed to procedures used by marketers to integrate this information with campaign objectives in order to create, execute and lastly evaluate an IMC campaign. Each element of the marketing communication mix is explored in detail to demonstrate how each might contribute to IMC campaigns. A hands-on task to develop and recommend a marketing communication creative for one element of an existing IMC campaign consolidates the ideas and skills gained.
To ensure that the most up-to-date information about unit references, texts and outcomes appears, they will be provided in your unit outline prior to commencement.
Field of Education:	080500 Sales and Marketing (Narrow Grouping)
SOLT (Online) Definitions*:	Not Categorised *Extent to which this unit or thesis utilises online information
Result Type:	Grade/Mark

Availability

Year	Location	Period	Internal
2010	Bentley Campus	Semester 1	Y
2010	Bentley Campus	Semester 2	Y
2010	Singapore Campus	Trimester 1A	Y
2010	UHK SPACE Admiralty Ctr	Trimester 1A	Y
2010	UHK SPACE CIDP	Semester 2A	Y

Area External refers to external course/units run by the School or Department or offered by research.

Central External refers to external and online course/units run through the Curtin Bentley-based Distance Education Area

Partially Online Internal refers to some (a portion of) learning provided by interacting with or downloading pre-packaged material from the Internet but with regular and ongoing participation with a face-to-face component retained. Excludes partially online internal course/units run through the Curtin Bentley-based Distance Education Area which remain Central External

Fully Online refers to the main (larger portion of) mode of learning provided via Internet interaction (including the downloading of pre-packaged material on the Internet). Excludes online course/units run through the Curtin Bentley-based Distance Education Area which remain Central External