Course Title: Marketing Communication

Part A: Course Overview

Course Title: Marketing Communication

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 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,
Sem 2 2017,
Sem 1 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022


Hong Kong Management Associatn


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09,
Offsh 1 10,
Offsh 1 11


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015,
Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017,
Viet2 2017,
Viet3 2017


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09,
Offsh 1 10,
Offsh 3 10,
Offsh 1 11,
Offsh 3 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17,
Offsh3 17,
Offsh3 18,
Offsh1 19,
Offsh3 19,
Offsh1 20,
Offsh3 20,
Offsh1 21,
Offsh3 21,
Offsh1 22,
Offsh3 22,
Offsh1 23

Course Coordinator: Dr Daniel Rayne

Course Coordinator Phone: +613 99256068

Course Coordinator Email:

Course Coordinator Location: Melbourne Campus, Building 80

Course Coordinator Availability: By email appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - Marketing Principles 

Course Description

This course will equip you with a general understanding of the process of building brand equity through integrated marketing communications. With a prime focus on key components of marketing communications, such as advertising, various supplemental aspects are also considered. These activities are related to theories of communication and buyer behaviour with the aim of developing a practical understanding and contemporary application.


Objectives/Learning Outcomes/Capability Development



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

  1. Outline the theory of integrated marketing communication as a process of developing brand equity, using applicable models and planning tools.
  2. Differentiate the various components of the marketing communications mix and evaluate their role in contributing to synergistic marketing activities.
  3. Formulate and populate key criteria to inform managerial planning from a communications perspective.
  4. Design ethical and responsible communication strategies appropriate to selected products and scenarios, utilising feedback where possible to action improvement.
  5. Evaluate media channels to formulate contextually appropriate marketing strategies and communication pathways.
  6. Demonstrate skills in business communication in written and/or verbal forms, including forming and managing collaborative networks to achieve outcomes.


Overview of Learning Activities

Overview of Learning Activities This course is delivered in multiple locations employing different learning modes. As a result, the nature of the learning activities may vary depending on where you are enrolled. These activities may include face-to-face lectures to deliver core underpinning knowledge and engage is discussion around integrated marketing communication. The lecture series will outline the key theoretical and practical approaches to integrated marketing communication, while you will also have an opportunity to develop your skills though the preparation of an integrated marketing communications plan. Knowledge will also be facilitated by readings from your textbook. You will conclude the semester with an authentic case study and questions that will test your understanding of key concepts. As marketing communication activities are generally conducted in groups, an important activity in this course will be the management of this collaborative process whilst preparing and meeting assignment requirements.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 15%
Linked CLOs: 3, 6

Assessment Task 2: 35%
Linked CLOs: 1, 2, 4, 5, 6

Assessment Task 3: 50%
Linked CLOs: 1, 2, 4, 5

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.