MRKT20053 - Advertising and Integrated Communication

General Information

Unit Synopsis

In this unit, students examine the roles, functions and creative concepts of advertising and integrated communications in its role in an organisation's marketing program. Through analysis of advertising creative content you explore the integration of advertising with other promotional mix elements, advertising and promotional plans, creative development, media planning and strategy, and the advertising and promotions budget. Special emphasis is placed on the practice of advertising, communications strategies and new media in integrated marketing communications. If you have successfully completed the unit MRKT20024 you should not enrol in this unit.


Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052 Marketing Management and Digital Communications.

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 - 2023

There are no availabilities for this unit on or after Term 1 - 2023

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 Postgraduate 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. Written Assessment 20%
2. Presentation and Written Assessment 30%
3. Written Assessment 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 2 - 2019 : The overall satisfaction for students in the last offering of this course was 4.5 (on a 5 point Likert scale), based on a 42.31% 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: Moodle
More practical activities for small groups.
Provide more tutorial activities for classes. In addition, advice the campus lecturer to spend less time on lecture slides in class as the recorded lectures are available via Moodle and focus on doing the tutorial activities.
Action Taken
The recommended actions were taken in 2019. Campus lecturers were asked to spend more time with tutorial activities. Unit's Moodle page has video lectures which the students were able to view before classes.
Source: Have your say
Probably the class can be more interactive.
Continue to provide interactive items for tutorial classes. The interactive items can include doing more case studies which can be either paper-based or video or both. Doing case studies can engage the students more in-class and in online environment. The lecture slides can include short engagement activities to be done in-class.
Action Taken
Unit learning Outcomes

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

  1. Explore and critique the role of advertising and integrated communications in contemporary marketing contexts
  2. Evaluate the practice of advertising and integrated marketing communications, including the coordination of the various promotional mix elements
  3. Describe and employ the strategies and techniques required for the development of a creative strategy in advertising, examining the various creative approaches, appeals and executions used by advertisers
  4. Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, promotions budgets and evaluation methods to develop a comprehensive media plan.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment
2 - Presentation and Written Assessment
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge
2 - Communication
3 - Cognitive, technical and creative skills
4 - Research
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Written Assessment
2 - Presentation and Written Assessment
3 - Written Assessment