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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Integrated Marketing Communications (BUS302)

Organisational Unit Business
Credit Points 3
Availability DUBAI-ISC: TJD-internal, TSD-internal
KAPLAN-SGP: TJA-internal, TSA-internal
Description The learning objectives of this unit are premised on developing a practical understanding of marketing communication processes. Students will critically examine differences among various elements of the promotion mix (i.e. advertising, sales promotion, direct marketing, technology based marketing, sponsorships and public relations) to develop appropriate marketing communication strategies across myriad marketing environments.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Explain the marketing communication concepts that are the foundation of IMC.
2. Develop the technical and analytical skills required to implement and evaluate. effective IMC strategies for a local organisation that markets a consumer product.
3. Demonstrate an understanding of the marketing communication concepts that can be applied in developing IMC strategies for consumer organisations.
4. Present effectively and successfully in a manner which achieves your communication objectives and work more effectively in a group.
Timetabled Learning Activities Workshops: 2 hours per teaching week for South Street campus and at MUISC Dubai
Workshops 4 hours per fortnight at Kaplan SGP
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The unit is delivered using blended learning design features with core unit materials provided in a digital format followed up by small class knowledge application and skills development. This is enhanced by self directed learning to further develop skills and application of knowledge to practical and current issues.

Assessment Research Report 1 Chapter 1 to 3 of the required text plus Supplementary References. Group Report 1 - Persuasion and the Elaboration Likelihood Model -1000 words 15%
Mid-Semester Exam Chapters 1 to 6 of the required text. 25 MCQ's 25%
Research Report 2 Chapters 4 to9&11,14 of the required text plus Supplementary References. Group Report 2 - Evaluating Advertising Effectiveness - 1500 words 20%
Final Exam All Lecture topics; Chapters 1-9&11,14 of the required text. 30 MCQ's and 2 essay questions 40%
Prerequisites BUS273/ BUS299 Consumer Behaviour
Exclusions Students who have successfully completed BUS336 Integrated Marketing Communications may not enrol in this unit for credit.
Appears in these Courses/Majors:
see individual structures for context
Marketing (BBus) [New in 2014]
Appears in these Minors Marketing
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.
Integrated Marketing Communications (BUS336) - as for BUS302 except as follows
Organisational Unit Business
Credit Points 4
Timetabled Learning Activities Lectures/workshops: 3 hours per week.
Unit Learning Experiences The approach to learning in this unit requires students to prepare for each session in advance, to participate in experiential learning exercises, discussions, and other activities during sessions.
External students will be required to participate online. Most sessions will include a recorded lecture component which will be available for downloading.

Assessment Research Report 1
Research Report 2
Mid semester test
2 hour Final Exam

All students feedback will be carefully considered and where appropriate and practical, be incorporated in the structure of the unit.
Prerequisites BUS273/ BUS299 Consumer Behaviour
Exclusions Students who have successfully completed BUS302 Integrated Marketing Communications may not enrol in this unit for credit.
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.

Contacts

Unit Coordinator
BUS302
Dr Ingrid O'Brien
Lecturer Marketing

Murdoch Campus
t: 9360 2437
e: I.O'Brien@murdoch.edu.au
o: 440.3.026 - Social Sciences, Murdoch Campus
BUS336
Dr Ingrid O'Brien
Lecturer Marketing

Murdoch Campus
t: 9360 2437
e: I.O'Brien@murdoch.edu.au
o: 440.3.026 - Social Sciences, Murdoch Campus
Unit Contacts
BUS302

DUBAI-ISC: TJD-Internal
KAPLAN-SGP: TJA-Internal
Dr Ingrid O'Brien
Lecturer Marketing

Murdoch Campus
t: 9360 2437
e: I.O'Brien@murdoch.edu.au
o: 440.3.026 - Social Sciences, Murdoch Campus
BUS302

DUBAI-ISC: TSD-Internal
KAPLAN-SGP: TSA-Internal
Ms Carole Brady
Lecturer

Murdoch Campus
t: 9360 2889
e: C.Brady@murdoch.edu.au
o: 512.1.029 - Murdoch Business School, Murdoch Campus
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