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|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Maria Massey|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
- International students
- Domestic students
|Study Period||Start date||Census date||WW date||End date|
* 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 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- 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.
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
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.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
You cannot enrol in this unit as well as the following:BMA612
|Assessment||Multiple Choice Quiz (20%)|Campaign Report and Video Pitch (55%)|IMC Case Study (25%)|
|Timetable||View 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.
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
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: www.ama.org
Australian Bureau of Statistics: www.abs.gov.au
Australian Financial Review: www.afr.com
Australian Marketing Institute: www.ami.org.au
B&T Weekly: www.bandt.com.au
|Links||Booktopia textbook finder|
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.