Course Title: Marketing Communication Strategy

Part A: Course Overview

Course Title: Marketing Communication Strategy

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017

Course Coordinator: Associate Professor Constantino Stavros

Course Coordinator Phone: +61 3 9925 5531

Course Coordinator Email:

Course Coordinator Location: Building 80, Level 11

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study (can be taken at the same time or prior)
008994 - Marketing Management (MKTG1100/MKTG1295 or equivalent course code)
008995 - Consumer Behaviour (MKTG1101 or equivalent course code)

Course Description

This course emphasises a strategic planning perspective and provides a theoretical appreciation and practical understanding of the process of contemporary integrated marketing communications. A major focus of the course will be on communication techniques that lead to the establishment of strong brand equity.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Outline the components of the integrated marketing communications planning process and demonstrate the strategic interaction between these aspects and their relationship to the marketing plan
  2. Critically assess and apply integrated marketing communication theories and practices to identify appropriate target audiences, suitable objectives, and contextually appropriate communication approaches that build brand equity
  3. Design ethically appropriate creative messages that reflect suitable positioning and which affect (target audience) behaviour through interrelated marketing communication activities
  4. Evaluate markets in various forms in order to identify strategically appropriate communication channels that permit effective media utilization and planning

Overview of Learning Activities

The course is organised into a series of sessions that cumulatively build knowledge in the integration of strategic communication theory and practice. These sessions will encompass a dynamic mixture of various activities, which can include: lectures to deliver core underpinning knowledge; prescribed readings from textbooks and other sources; classroom activities, learning exercises and assessable work to provide links between theory and application. You are expected to be actively engaged in discussion, contribute experiences and perceptions and to constructively facilitate an engaging and collaborative learning environment.

Overview of Learning Resources

Various learning resources are available online through myRMIT Studies\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.
Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.
Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 25%
Linked CLOs: 2, 3, 4
Assessment Task 2: 25%
Linked CLOs: 2, 4
Examination: 50%
Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.