MRKT19030 - Marketing Communications

General Information

Unit Synopsis

This unit addresses the role played by communications within the marketing mix. You will learn how communication strategies can be used to attract attention, persuade buying, and generate loyalty. You will explore individually the five basic tools in the communications mix - advertising, public relations, sales promotion, direct marketing, and personal selling - and then how they are all integrated together. This unit focuses on promotion from both a communication with target consumers and management perspective.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites Prerequisite: MRKT 11029 Fundamentals of Marketing.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2024

Term 1 - 2024 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2025 Profile
Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Poster Sessions 30%
3. Report 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University's Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2024 : The overall satisfaction for students in the last offering of this course was 66.67% (`Agree` and `Strongly Agree` responses), based on a 16.67% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Feedback received from students in the workshops.
Feedback
Feedback that we received from students within the workshops identified their satisfaction with the scaffolded approach to the authentic assessments (assessments two and three).
Recommendation
The continuation of this scaffolded approach to the authentic assessments (assessments two and three).
Action Taken
The scaffolded approach to authentic assessment (assessments two and three) is ongoing.
Source: Feedback received from students in the workshops.
Feedback
Students enjoyed the active discussions around contemporary marketing issues arising during the term within the workshops.
Recommendation
The continuation of embedding timely contemporary issues within workshop discussions.
Action Taken
Contemporary issues continue to be embedded within the workshops.
Source: Unit Coordinator Reflection
Feedback
Assessment one to be adjusted into an authentic assessment to improve the student learning experience.
Recommendation
To modify assessment one within this unit to reflect an authentic assessment and the student learning experience.
Action Taken
In Progress
Source: Unit Coordinator Reflection
Feedback
Continue with interactive workshop exercises.
Recommendation
To build in further interactive workshop exercises, as they provide authentic opportunities for learning.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Demonstrate an understanding of the concept of integrated marketing communications and examine how this co-ordinates the various elements of the marketing communications mix
  2. Evaluate the advertising media used in marketing communications
  3. Review the current trends, theories and frameworks of advertising and communications management in a variety of marketing conditions
  4. Articulate a range of modern marketing communication tools and how they are integrated together
  5. Assess the skills required for the development of a creative strategy in advertising and examine the various creative approaches used by advertisers
  6. Analyse and develop the major elements of a marketing communications plan.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Online Quiz(zes) •
2 - Poster Sessions • • •
3 - Report • • •
Alignment of Graduate Attributes to Learning Outcomes
• Introductory Level
• Intermediate Level
• Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5 6
1 - Communication • •
2 - Problem Solving • • •
3 - Critical Thinking • • •
4 - Information Literacy • •
6 - Information Technology Competence • • •
Alignment of Assessment Tasks to Graduate Attributes
• Introductory Level
• Intermediate Level
• Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Online Quiz(zes) • •
2 - Poster Sessions • • • • •
3 - Report • • •