Integrated Marketing Communication

Unit Code:HBM352N

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn, Sarawak	HBM110N Fundamentals of Marketing, HBM220N Buyer Behaviour	Nil

A unit of study in the Bachelor of Commerce suite.

At the completion of this unit, students should be able to:

Understand the processes and tools available for integrated marketing communication
Understand how these elements strategically integrate to achieve objectives within a given budget
Develop creative messages based on different media and objectives
Compare theory with real life examples within Australia and globally
Prepare a professional integrated communications brief and plan

Lecture/Seminar (1.5 hours), Tutorials (1.5 hours)

Individual Project (25%-35%)

Group Project (25%-35%)

Examination (40%)

The graduate attributes which relate to this unit help to produce graduates who are:

Capable in their chosen professional, vocational or study areas
Entrepreneurial in contributing to innovation and development within their business, workplace or community
Effective and ethical in work and community situations
Adaptable and able to manage change
Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Introduction to integrated marketing communications and communications strategy
How to develop a communications brief
Components of a communications plan
Consumer behaviour and the target marketing as applied to communication strategy
The communications process and source, message and channel factors
Objectives and Budgets
Creative Strategy
Media Planning and strategy
Evaluating broadcast and print media and support media
Direct Marketing, Internet and interactive media
Sales promotions and public relations

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.