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 Not Applicable
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Co-requisite: MRKT20052 Advanced Marketing Management

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2018

Term 2 - 2018 Profile
Term 2 - 2019 Profile

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. Practical and Written Assessment 20%
2. Presentation and Written Assessment 30%
3. Practical and 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 Procedures for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 2 - 2018 : The overall satisfaction for students in the last offering of this course was 4.4 (on a 5 point Likert scale), based on a 28.57% 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
The unit should focus more on digital advertising rather than traditional advertising.
The unit will lay more emphasis on digital advertising such as Adwords, SEO, SEM and social media marketing in the future.
Action Taken
This was implemented through case study assessment which focused on digital and social media.
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
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; and
  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 - Practical and Written Assessment
2 - Presentation and Written Assessment
3 - Practical and 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
5 - Self-management
6 - Ethical and Professional Responsibility
7 - Leadership
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Practical and Written Assessment
2 - Presentation and Written Assessment
3 - Practical and Written Assessment