Faculty of Business and Economics

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6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Jiemiao Chen



  • First semester 2017 (Day)
  • Second semester 2017 (Day)


The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.


The learning goals associated with this unit are to:

  1. understand and describe communication theories, processes and models
  2. construct an integrated marketing communication plan, including situation analysis, target audience analysis, communication objectives, communication strategy, creative strategy, media strategy, scheduling, budgeting, and monitoring and evaluation procedures
  3. discuss, present, and critically evaluate practical issues in marketing communication using appropriate theories and terminologies.


Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


MKF2111 or MKP2700.