Course Title: Marketing Communication Strategy

Part A: Course Overview

Course Title: Marketing Communication Strategy

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1103	City Campus	Postgraduate	625H Economics, Finance and Marketing	Face-to-Face	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, Sem 2 2017, Sem 2 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, Sem 1 2023, Sem 2 2023, Sem 1 2024, Sem 2 2024

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2018 (All)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2018 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2019 (KP1), JanJun2019 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2019 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2020 (KP1), JanJun2020 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2020 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2021 (KP1), JanJun2021 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2021 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2022 (KP1), JanJun2022 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2022 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP1), JanJun2023 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2023 (KP5)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2024 (KP1), JanJun2024 (KP3)
MKTG1392	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2024 (KP5)

Course Coordinator: Daniel Rayne

Course Coordinator Phone: Details provided on Course Canvas

Course Coordinator Email: daniel.rayne@rmit.edu.au

Course Coordinator Location: Melbourne Campus

Course Coordinator Availability: By appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

Recommended Prior Study:

• 008994 - Marketing Management or 008905 - Marketing for Managers

 

Assumed Knowledge:

• 008995 - Consumer Behaviour

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.

 

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies: 

8. Integrated marketing communications 

You will also work towards developing the following AMI professional competencies: 

4. Brand 

5. Digital 

12. Content creation 

21. Communications 

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\Canvas. The lecture notes and workshop notes are posted on Canvas.

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

Assessment Task 1: 20%
Linked CLOs: 2, 3, 4

Assessment Task 2: 30%
Linked CLOs: 2, 4

Assessment Task 3: 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.