MKTG5501 Integrated Marketing Communications

6 points
(see Timetable)
Semester 1UWA (Perth)Face to face
Semester 2UWA (Perth)Face to face
Advertising and sales promotion can be powerful influences of choice behaviour when applied at the appropriate time and to the right audience. International and subcultural markets introduce additional economic, cultural, technological, legal and political factors that further complicate the ability to provide an effective integrated marketing communications strategy for the firm, agency or group. This unit reviews the various approaches and philosophies of the marketing communications task and develops a format for developing effective strategies within ethical and legal boundaries.
Students are able to (1) demonstrate understanding of the key principles and elements of integrated marketing communications (IMC); (2) analyse the market data and evaluate the effectiveness of IMC; (3) develop IMC strategies for optimising communication efforts; and (4) demonstrate the ability produce written communication related to IMC or its component(s).
Indicative assessments in this unit are as follows: (1) class participation; (2) examination; and (3) group project. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Associate Professor Fang Liu (S1)
Contact hours
lectures/seminars/workshops: up to 3 hours per week
Unit Outline
Semester 1-2020 [SEM-1-2020]
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.