Courses & Units

Integrated Marketing Communications BMA736


Integrated Marketing Communications (IMC) covers the general area of marketing communications with a focus on advertising and promotion at an advanced level. IMC rests upon the management of media and other tools which can be used to deliver marketing messages in an effective and integrated way, while achieving marketing, communications and broader organisational objectives. The unit focuses on an approach to marketing communications that considers how the integration of messages can achieve greatest impact, primarily through the coordinated use of a range of marketing communication tools. In this regard, the unit looks at the creation, selection and execution of consistent marketing messages for an organisation to communicate across its various communication and marketing platforms. An IMC approach considers the strategic use of a range of traditional media, as well as digital and social media. The unit content is placed in the context of more general IMC issues faced by organisations of all sizes including branding, planning, budgeting, coordination and delivery messages, and media management. Students will find that an advanced understanding the complexities of IMC and its various aspects will stand them in good stead for being able to make effective marketing and general business decisions.


Unit name Integrated Marketing Communications
Unit code BMA736
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Marcus Bai
Delivered By University of Tasmania


Location Study period Attendance options Available to
Hobart Semester 1 On-Campus International Domestic
Online Semester 1 Off-Campus International Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 1 26/2/2024 22/3/2024 15/4/2024 2/6/2024

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2024 are indicative and subject to change. Finalised census dates for 2024 will be available from the 1st October 2023. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Analyse integrated marketing communications issues using relevant theories and concepts in a marketing campaign context.
  • Apply selected integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
  • Evaluate appropriate integrated marketing communications theories, concepts and contemporary tools in a marketing campaign context.
  • Create an integrated marketing communications campaign proposal using theories, concepts and contemporary tools.
  • Present the integrated marketing communications campaign in oral and written form.

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
080507 $2,040.00 $1,597.00 not applicable $2,979.00

1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.


Mutual Exclusions

You cannot enrol in this unit as well as the following:



AssessmentMultiple Choice Quiz (20%)|IMC Case Study (25%)|Campaign Report and Video Pitch (55%)
TimetableView the lecture timetable | View the full unit timetable



Andrews, J.C. and Shimp, T.A. 2018. ‘Advertising, Promotion, and other aspects of Integrated Marketing Communications’, Tenth Edition, Cengage.  

ISBN: 978-1-337-28265-9 


In addition to the texts/software recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in: 


Australasian Marketing Journal 

European Journal of Marketing 

Industrial Marketing Management 

International Journal of Advertising 

International Journal of Research in Marketing 

International Journal of Retail and Distribution Management 

Journal of Advertising 

Journal of Advertising Research 

Journal of Business Research 

Journal of Consumer Behaviour 

Journal of Consumer Research 

Journal of Consumer Psychology 

Journal of Marketing 

Journal of Marketing Research 

Journal of Retailing 

Journal of Retailing and Consumer Services 

Journal of the Academy of Marketing Science 

Marketing Science 

The Journal of Product and Brand Management 


Students should also review the following websites for up to date information and opinions on advertising, promotion and IMC: 


American Marketing Association: 

Australian Bureau of Statistics: 

Australian Financial Review: 

Australian Marketing Institute: 

B&T Weekly: 

Campaign Edge: 

Inside FMCG: 

Inside Retail: 


Smart Company: 

The Conversation: 

The New Daily: 

LinksBooktopia textbook finder

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