Skip to Content

Integrated Marketing Communications

2014 unit code: MKT20014 (formerly LBM204)

Please note that unit codes have changed from 2014.
Credit points12.5 Credit Points

One semester

Contact hours36 hours over the teaching period

Related course(s)

Students enrolled in this unit for 2014 at the Hawthorn campus need to refer to MKT20021 Integrated Marketing Communication for learning outcome and assessment detail

Aims and objectives

The marketing communications industry is a major sector of Marketing. This unit explores the various promotional strategies utilised by marketers. It provides insights into how to adapt advertising, media, event management, public relations, sales promotion, and direct marketing policy and techniques to achieve campaign objectives and facilitate their effective implementation.

Teaching methods

This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.


On campus students
Minor assignment 15-25%
Major assignment 30-40%
Final exam 40-50%

Online students
Minor assignment 15-25%
Major assignment 30-40%
Final exam 40-50%

Generic skills outcomes

Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.

Within this context students will begin to develop the following key generic skills:
• teamwork skills
• analysis skills
• problem solving skills
• communications skills
• ability to tackle unfamiliar problems
• ability to work independently


Topics include:
• Knowledge of the Integrated Marketing Communication (IMC) process
• Planning of the communications budget
• Functions of an advertising agency
• Knowledge of media types and capabilities
• Knowledge of the public relations and publicity (PR) function
• Knowledge of sales promotion objectives and practices
• Knowledge of direct marketing objectives and practices
• Knowledge of international advertising needs and limitations
• Evaluating the effectiveness of the overall communication strategy
• Development of an integrated marketing communications plan

Reading materials

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