Unit rationale, description and aim
This unit explores marketing communications as a vital element of the marketing mix, emphasising its central role in raising awareness of organisations, goods, and services among potential customers and other stakeholders. It builds on foundational marketing knowledge developed in earlier units and supports further study in areas such as digital marketing and brand management. While advertising—often the most prominent component of the communications mix—is examined in depth, the unit also investigates other key elements, including direct marketing, sales promotions, public relations, and personal selling. Students will consider the challenges of creating and evaluating communications that effectively engage and influence various stakeholders. The unit also addresses ethical considerations in the design and implementation of marketing communications, with particular attention to human dignity and the common good.
The aim of the unit is to provide students with an understanding of how marketers engage stakeholders, including customers, through effective communication strategies and elements of the communications mix. The skills developed in this unit complement the theoretical and practical competencies acquired in related marketing units.
Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
Explain the issues pertaining to the common good i...
Learning Outcome 01
Analyse the role of integrated marketing communica...
Learning Outcome 02
Apply marketing communication theory and practice ...
Learning Outcome 03
Examine the practical and ethical challenges in im...
Learning Outcome 04
Analyse the elements of the marketing communicatio...
Learning Outcome 05
Content
Topics will include:
- marketing communications and the IMC concept
- context of marketing communications
- the communications process and persuasion in marketing communications
- marketing communications campaign development
- one way marketing communications
- interactive marketing communications
- assessing marketing communications effectiveness
- marketing communications and its social and societal impact
Assessment strategy and rationale
In order to pass this unit, students must demonstrate achievement of all learning outcomes and obtain an aggregate mark of at least 50%. Each assessment task is marked using a rubric designed to evaluate performance against specific learning outcomes. A final grade is awarded based on overall performance across the unit.
The assessment strategy is designed to scaffold learning progressively across the semester. Students begin by demonstrating their understanding of integrated marketing communication theories through the critical analysis of a campaign. This foundation supports the development of more complex skills, culminating in the creation of an integrated marketing communications campaign. The assessment task provides students’ ability to synthesise and apply theoretical concepts covered throughout the unit.
This sequential structure allows students to build confidence and competence as they apply knowledge in increasingly practical and strategic contexts. The use of varied assessment types—including written analysis, campaign development, and a final exam—caters to diverse learning preferences and promotes inclusive practice. Opportunities for formative feedback and access to learning support resources further ensure that all students are equitably supported in achieving the intended learning outcomes.
Overview of assessments
Assessment 1: Current Campaign Analysis This ass...
Assessment 1: Current Campaign Analysis
This assessment requires students to critically analyse a contemporary marketing communication campaign in a timed setting. Students will be presented with a recent real-world campaign (e.g. video ad, print, digital, or social media content), accompanied by relevant background information such as the brand, campaign objectives, target audience, communication channels, and key messaging.
Students are required to apply theoretical concepts from the course to assess the effectiveness of the campaign. The analysis should encompass both strategic and creative components. It is expected that students will demonstrate critical thinking skills and incorporate evidence from marketing communication theory as well as current industry practices.
Submission Type: Individual
Assessment Method: Campaign Critique
Artefact: Timed activity via Canvas
20%
Assessment 2: Live Case Study This assessm...
Assessment 2: Live Case Study
This assessment task consists of a report analysing a case study of a marketing communication campaign. Students will be given a real world example of a campaign that ran recently along with its objectives, strategies and outcomes. Based on the provided case study, students are expected to write a report critically analysing the marketing communication plan and showcasing strengths and weaknesses of the adopted strategies.
The purpose of this assessment is to is to evaluate student’s ability to analyse a marketing communications case and to critically evaluate it.
Submission Type: Individual
Assessment Method: Case Study Critique
Artifact: Written paper
35%
Assessment 3: Campaign Plan This assessmen...
Assessment 3: Campaign Plan
This assessment task consists of an oral presentation of a marketing communication campaign for a specific brand. This task requires students to work in a group setting to demonstrate their ability to interpret a client brief, develop a campaign, including a creative concept, choose media platforms, and ‘below the line’ strategies – including possible ethical impacts of the proposed campaign on the target market and other stakeholders.
Submission Type: Group
Assessment Method: Marketing Campaign Plan/document
Artefact: Campaign plan presentation
45%
Learning and teaching strategy and rationale
This unit adopts an active and collaborative learning approach, engaging students through workshops, discussions, and practical activities that build progressively on key concepts throughout the semester. Learning activities are explicitly aligned with the unit learning outcomes and support the development of theoretical understanding and practical application in integrated marketing communications. Students engage both independently and in groups to construct knowledge, apply theory, and develop critical and reflective skills relevant to professional marketing contexts.
The unit is delivered in Attendance and Online—to support varied learning preferences and promote inclusive participation. In Attendance mode, students take part in face-to-face workshops, supported by online materials for preparation and revision. These sessions are designed to encourage active participation and reinforce learning through structured pre- and post-workshop activities.
In Online mode, students engage asynchronously in interactive tasks such as knowledge checks, discussion boards, and self-paced exercises, allowing flexibility while maintaining strong learning outcomes.
Across all modes, students are encouraged to contribute real-world examples, apply learning to authentic scenarios, and reflect on feedback. This structure ensures that students are progressively supported in achieving the learning outcomes and in developing skills aligned with industry expectations.
Representative texts and references
Belch, G. Belch, M. Kerr, G. Powell, I. Waller, D. 2020 Advertising: An integrated marketing communications perspective, 4th edn, McGraw Hill, Australia, Sydney.
Chitty, W, Luck, E, Barker, N, Sassenberg, AM, M & Shimp, T, Andrews, J 2018, Integrated marketing communications, 5th edn, Cengage Learning, Melbourne.
Rossiter, J. Percy, L. Bergkvist, L. 2018 Marketing communications: objectives, strategy, tactics, Sage Publications, United Kingdom, London.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), pp.51-70.
Manoli, A.E. and Hodgkinson, I.R., 2020. The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England. Journal of Strategic Marketing, 28(6), pp.542-563.
Suay, F., 2020. Integrated marketing communications. The Coca-Cola Spain IMC model. Revista de Estudios Empresariales. Segunda Época, (2), pp.18-31.
Tsai, W.H.S., Lun, D., Carcioppolo, N. and Chuan, C.H., 2021. Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & Marketing.
Vernuccio, M., Cesareo, L., Pastore, A. and Kitchen, P.J., 2021. Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework. International Journal of Advertising, pp.1-22.
Zwerin, A., Clarke, T.B. and Clarke III, I., 2020. Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns. Journal of Promotion Management, 26(2), pp.163-185
Journals
- McKinsey Quarterly
- Harvard Business Review
- European Journal of Marketing
- Journal of Advertising Research
- Journal of Marketing Communications
- Journal of Integrated Marketing Communications
- Journal of the Academy of Marketing Science
- Journal of Public Relations
- Public Relations Review
- Journal of Marketing
Websites