Handbook Public View

This page displays current curriculum information. For staff view, please login

Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Global Media Communication (MBS576)

Organisational Unit Business
Credit Points 3
Availability MURDOCH: S2-internal, S2-external
Teaching Timetables Murdoch S2
Description This unit introduces theories of international marketing communications, including managerial processes, digital media trends, strategic and operational planning and implementation plans. It examines the impact of digital media, how different age cohorts and socio-economic groups consume media. How contemporary digital media is reshaping individual, group, social and cultural business practices. The unit examines ethical responsibility issues and impacts on stakeholders and consumers. It is useful for all types of communications, digital marketing and advertising careers within international companies.
Unit Learning Outcomes 1. Identify and define the media language and measurement methods used in a media campaign
2. Develop and evaluate measurement strategies for target audiences in international markets
3. Recommend the most appropriate campaign, budget and medium for a global media campaign
4. Develop a media campaign plan for a foreign market
5. Work coherently as a team and communicate effectively as a group
Timetabled Learning Activities The main mode of learning is facilitated through combined lectures/seminars.
Unit Learning Experiences Teaching sessions will introduce new perspectives and key topics relevant to various marketing management activities in cross-cultural situations. 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.
* Hands on digital communications development emphasising the design and specification aspects of the digital channel.
Other Learning Experiences Self-directed and guided research regarding consumer learning experiences in selected cross-cultural media and communications environments around the globe.
Assessment Google Paid Search Certification Exam 20%
Case Study Analysis 20%
Media Plan 30%
Final Exam 30%
Prerequisites Nil.
Appears in these Courses/Majors:
see individual structures for context
Master of Business Administration (Global) (MBA(Global))
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.


Unit Coordinator
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 512.2.024 - Murdoch Business School, Murdoch Campus
Unit Contacts

MURDOCH: S2-External
MURDOCH: S2-Internal
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 512.2.024 - Murdoch Business School, Murdoch Campus
Fee Calculator
Handbook help
Information for Students


The University reserves the right to cancel, without notice, any course, major, minor or unit if the number of students enrolled falls below limits set by the University.

Regulations and Rules

Students should ensure they are familiar with the University's internal legislation, including provisions specifically relevant to their studies. See the University Regulation overview and view legislation online.