MKT204 Marketing Communications
Unit Code
MKT204
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT201
Credit Points
10
Overview
Marketing communications are an integral part of a company’s overall marketing activity and plays a critical role in determining success in the marketplace. Marketing communications accommodates both creative and analytical processes guided by a company’s targeting and positioning strategies. This subject aims to provide you with an understanding of the various decisions and principles that marketing managers must consider when developing communication strategies and action plans. An integrated perspective is adopted for this subject that allows you to analyse, design and evaluate the different medium of advertising, direct marketing, personal selling, public relations and sales promotion. Relevant and up-to-date theories, concepts and practices in marketing communications will be provided and discussed in classes. This subject will highlight the role of traditional and new media within a unified market-focused communication plan. Message and media strategies will be explored, including the use of media metrics and budget considerations.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject for BBM
☐ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Analyse the elements of contemporary marketing communications plans
- Apply an integrated marketing communication approach in the construction of a communications plan
- Develop a social media blog that applies communication theory and engages audiences
- Assess marketing communication plans and propose elements to meet communication objectives incorporating traditional and new media
- Investigate and apply social, legal and ethical principles in evaluating marketing communications for multicultural and international audiences
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Development of Marketing Communication Campaign (Stage 1) |  Week 4 | 20% |
| Assessment 2: Development of Marketing Communication Campaign (Stage 2) | Week 9 | 40% |
| Assessment 3: Social Media Blogs (Individual Task) | Week 12 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Chitty, B., Luck, E., Barker, N., Sassenberg, A.M., Shimp, T. and Andrews, C.J. (2020) Integrated Marketing Communications. 6th edn. Melbourne, Australia: Cengage Learning Australia.
Texts and References
- Belch, G.E. and Belch, M.A. (2025) Advertising and promotion. 13th edn. New York: McGraw-Hill Education.
Recommended Reading
- Arens, W., Weigold, M. and Arens, C. (2020) Contemporary Advertising. 16th edn. New York: McGraw-Hill.
- Clow, K. and Baack, D. (2018) Integrated Advertising, Promotion and Marketing Communications. 8th edn. Pearson Australia.
- Moriarty, S., Mitchell, N., Wood, C. and Wells, W. (2019) Advertising & IMC: Principles and Practice. 11th edn. Pearson Australia.