Integrated Marketing Communications

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:

MKT201A/MKT201B

Note: Both A and B code subject versions are displayed as they are approved equivalent in content, assessments and learning outcomes. As ICMS courses are reaccredited, the subject is updated to a B-code suffix. Students studying a Bachelor of Business, Bachelor of Business (Sports Management), Bachelor of Business (Entrepreneurship and Innovation), Bachelor of Business (Marketing), Bachelor of Business (International Tourism) and Bachelor of Hospitality Management will be enrolled in MKT201B in 2027. Students enrolled in all other courses at ICMS with this subject will complete MKT201A.This arrangement applies to the nested Diploma qualifications of these courses also.

Prerequisites:

MKT101A/MKT101B

Subject Rationale:

MKT201A

In today’s dynamic business, anyone may not rush to buy any product if they do not know about it. It is therefore vital for marketers to effectively and efficiently communicate a message about a product, service and/or idea to the marketplace. The role of integrated marketing communications (IMC) in marketing management from both theoretical and practical perspectives is the core of the course. In such a sense, students are introduced to the role of IMC, the use of agencies, communication aspects of advertising, planning, budgeting and decision-making, media selection and controls on communication activities using the IMC model. This is specifically directed towards promoting sales of tangible products and intangible services though bricks and mortar stores and through internet- based e-commerce sites.

MKT201B

In today’s dynamic business environment, Integrated Marketing Communications (IMC) is essential, as it ensures that all marketing channels work together seamlessly to deliver a consistent brand message that maximises impact and customer engagement. It is also vital that marketers effectively, efficiently, and ethically communicate to their intended target audiences. The role of IMC in marketing management from both theoretical and practical perspectives, is the core of the subject. Students are introduced to the role of IMC, the application of emerging and future marketing technologies (Martech) in the management of IMC, communication, planning, budgeting and decision-making, media selection, how external agencies are used, as well as ethical considerations and legal controls on all communication activities.

Learning Outcomes:

MKT201A

a) Explain the concepts and basic features of integrated marketing communications.
b) Link the aims of integrated marketing communications with basic marketing principles to analyse given communication problems.
c) Recommend appropriate IMC tools for various communication environments.
d) Design an IMC campaign using a range of strategies to achieve identified outcomes within a given communication environment.

MKT201B

a) Interpret the concepts and basic features of Integrated Marketing Communications.
b) Contextualise the aims of IMC comparing them to basic marketing principles.
c) Recommend appropriate IMC tools for various communication environments.
d) Design an IMC campaign using a range of strategies and applying new technologies.

Student Assessment:

Note: (G) = Group assessment