BX2082 - Integrated Marketing Communications

Credit points:	03
Year:	2013
Student Contribution Band:	Band 3
Administered by:	School of Business

Organisations employ various promotional methods to communicate with specific target markets in line with the organisations' overall sustainable marketing objectives. This subject explores various processes and techniques relevant to the effective utilisation of the promotional mix and advocates the development of an integrated marketing communications (IMC) approach whereby the different communication tools available to the marketer are employed in a consistent and coordinated way so as to optimise their effectiveness. Key communication tools and avenues incorporated within the subject's coverage include: broadcast media, print media, interactive media and a variety of other support media along with the utilisation of techniques such as the use of direct marketing, public relations and publicity and sales promotion.

Learning Outcomes

• explain the shift in marketing communications practice from an emphasis on advertising to an emphasis on a broader integrated marketing communications (IMC) approach;
• discuss the range of key factors that underpin the successful planning, development and monitoring of an IMC campaign;
• determine creative strategies, execution techniques and media placement strategies best suited to different target markets and product / service categories;
• appraise various promotional mix tools and approaches with a view to determining those best suited to different target markets and situations;
• develop an IMC plan in response to a given scenario / case study.

Graduate Qualities

• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to find and access information using appropriate media and technologies;
• The ability to evaluate that information;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to speak and write clearly, coherently and creatively;
• The ability to communicate effectively with a range of audiences;
• The ability to lead, manage and contribute effectively to teams;
• The ability to work individually and independently;
• The ability to use online technologies effectively and ethically.

Prerequisites:	12 CP of BU and BX subjects
Inadmissible Subject Combinations:	MG3705 MG2705

Availabilities
Townsville, Internal, Study Period 2
Census Date 29-Aug-2013
Coordinator:	Mr Christian Ware
Lecturer:	Dr Breda McCarthy.
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
External, Study Period 2
Census Date 29-Aug-2013
Coord/Lect:	Mr Christian Ware.
Method of Delivery:	WWW - LearnJCU
Assessment:	end of semester exam (45%); assignments (30%); mid semester quiz (25%).
Cairns, Internal, Study Period 2
Census Date 29-Aug-2013
Coord/Lect:	Mr Christian Ware.
Contact hours:	38 hours workshops/Seminars - Hybrid session of three hours duration each week involving switch between lecture, tutorial style activities and student presentations as appropriate for the given week of the subject program.
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
JCU Singapore, Internal, Study Period 51
Census Date 21-Mar-2013
Coordinator:	Mr Christian Ware
Contact hours:	24 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
JCU Singapore, Internal, Study Period 53
Census Date 14-Nov-2013
Coordinator:	Mr Christian Ware
Contact hours:	24 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
JCU Singapore, Internal, Study Period 52
Census Date 18-Jul-2013
Coordinator:	Mr Christian Ware
Contact hours:	24 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
JCU Brisbane, Internal, Study Period 21
Census Date 18-Apr-2013
Coord/Lect:	Mr Christian Ware.
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).
JCU Brisbane, Internal, Study Period 23
Census Date 13-Dec-2013
Coord/Lect:	Mr Christian Ware.
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	end of semester exam (45%); quizzes or tests (25%); assignments (30%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.