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MKTG2004 – Integrated Marketing Communications

2020 – Session 1, Weekday attendance, North Ryde

Coronavirus (COVID-19) Update

Due to the Coronavirus (COVID-19) pandemic, any references to assessment tasks and on-campus delivery may no longer be up-to-date on this page.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer
Lawrence Ang
Contact via Email
Room 160, 3 Managment Drive (MGSM)
Thursday 12-1
Oliver Manlutac
Credit points Credit points
Prerequisites Prerequisites
MKTG1001 or MKTG101
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

The ability to effectively communicate and persuade consumers is a major challenge facing marketers. Aside from clutter, consumers are also getting busier. The rise of social media also means that consumers are now more subtly influenced by their friends, and with the rise in multi-channel marketing, consumers expect a seamless experience when interacting with organizations. Being able to communicate the right message to the right people at the right time, using the right channels in an integrated fashion, is crucial to the success of any marketing communications. This unit develops students’ knowledge of the principles and practices of integrated marketing communications. It covers planning processes, tools of marketing communications, creativity and media planning, among others. Students gain knowledge about developing and implementing effective integrated marketing communications campaigns.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Identify and define key terms, concepts, frameworks and models of marketing communications.
  • ULO2: Employ creative thinking techniques to solve problems, both as an individual and in a group.
  • ULO3: Develop an effective integrated marketing communications plan
  • ULO4: Conduct communication research in the field, analyse and interpret the results.

Assessment Tasks

Coronavirus (COVID-19) Update

Assessment details are no longer provided here as a result of changes due to the Coronavirus (COVID-19) pandemic.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.

Delivery and Resources

Coronavirus (COVID-19) Update

Any references to on-campus delivery below may no longer be relevant due to COVID-19.

Please check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status


  • Number and length of classes: 3 hour face-to-face teaching per week, consisting of 2 hour lecture and 1 hour tutorial.
  • Students are expected to spend two hour/week reading the text and homework.
  • Students must complete the pre-requisite for this unit.
  • To complete this unit satisfactorily, students have to achieve a Pass grade.
  • This unit is very different from others because a minimum of didactic lectures will be given.  Rather, 'lecture' time is spent discussing various concepts interactively. It is more akin to seminars. Students are expected to be well-prepared before coming to each seminar.  
  • Since interactive exercises and group learning will be carried out during seminars, listening to ECHO is a poor substitute for learning.
  • Failure to attend seminars will also affect the quality of work submitted and assessments.
  • Students must stick to the tutorial classes they officially enrolled in.
  • Students are also expected to complete the required reading for the quizzes starting in week 3.
  • Students are expected to complete each quiz individually without consulting or discussing with anyone.
  • The lecturer has the final say on the marks given for each quiz.
  • The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au 
  • Once the tutorial groups are formed, students cannot change their classes. 
  • Attendance will be taken in both the seminars and tutorials. 
  • Warning: You must attend at least 10 of the 12 tutorials – failure to do so will lead to major deduction from your group-work contribution. Appeals against a Fail grade awarded in this Unit by students who have not attended at least 10 of the 13 seminars will less likely be considered.
  • Medical certificates must be provided if you are not able to attend a class without incurring a penalty. 
  • Students are expected to arrive on time, and not to leave until the class ends. 
  • Students are expected to work on their group projects durig tutorials and sign a group contract on performance on group Pitch Project.
  • If you have a recurring problem that makes you late, or forces you to leave early, have the courtesy to discuss this with your lecturer/tutor. 
  • Students must be quiet during classes, unless of course when class participation is required. 
  • Mobile phone must be turned OFF and not simply set to ‘silent’. 
  • If laptops are used, they must be related to class activity (e.g., no checking of emails or social network sites or internet surfing) . 
  • Students who disturb or disrupt in lectures and tutorial class will be asked to leave. 
  • All students have to complete one peer assessments for the project.  
  • The lecturer has the final say in the adjustment of group-work marks taking into account peer assessment ratings.
  • The lecturer has the final say on the grade of the student taking into account any academic misconducts committed by a student.



Required and Recommended Texts and/or Materials

  • Prescribed text: Principles of Integrated Marketing Communications, by Lawrence Ang, Cambridge University Press 2014.
  • Prescribed unit materials: There will be  articles/case materials students are expected to research for individual assignment and group project.

Technology Used and Required

  • Students are required to learn how to use power point, word processing and iLearn.

Unit Web Page

Teaching and Learning Strategy

  • The unit is taught by seminars and tutorial discussions.
  • The following is what is expected from students:

    • Read each chapter of the text and take the quiz starting in week 3.

    • Prepare case studies and assigned homework for seminars and tutorials; follow current developments in the market place; be able to apply concepts in seminars and tutorial exercises; respond to questions raised during seminars; demonstrate enthusiasm for the subject; attend all group meetings; keep a diary and a “mindscribe” notebook of evolving concepts for their pitch project.

Unit Schedule

Coronavirus (COVID-19) Update

The unit schedule/topics and any references to on-campus delivery below may no longer be relevant due to COVID-19. Please consult iLearn for latest details, and check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Please refer to iLearn

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct​


Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Changes from Previous Offering