Students

MKTG2004 – Integrated Marketing Communications

2025 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit convenor
Yi Li
yi.li@mq.edu.au
Contact via +61 (2) 9850 9602
243, Level 2, 4 Eastern Rd
Friday 11am-12pm, Online via Zoom
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 1000 level or above including MKTG1001
Corequisites Corequisites
MKTG1003 or MKTG203
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 organisations. 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://www.mq.edu.au/study/calendar-of-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 critical thinking techniques to solve marketing communications problems, individually and/or in collaboration
  • ULO3: Develop an effective integrated marketing communications plan and professionally communicate it to the appropriate audience.

General Assessment Information

Late Assessment Submission Penalty (written assessments)

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern. 

For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration request.

Assessment Tasks

Name Weighting Hurdle Due
Professional practice: Campaign briefing 30% No 28/03/2025
Professional practice: Marketing communications campaign 40% No 16/05/2025
Skills development: Marketing communications 30% No 06/06/2025

Professional practice: Campaign briefing

Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: 28/03/2025
Weighting: 30%

 

The purpose of this assessment is for you to conduct the groundwork needed for a successful IMC campaign, helping you master strategic planning across various marketing channels.   You will work in teams on researching the background information, market intelligence, potential opportunities and any anticipated challenges of the campaign you are working on.   Skills in focus: - Critical thinking - Communication skills   Deliverable: Written report [max. 2,000 words] Group assessment

 
On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Develop an effective integrated marketing communications plan and professionally communicate it to the appropriate audience.

Professional practice: Marketing communications campaign

Assessment Type 1: Presentation
Indicative Time on Task 2: 20 hours
Due: 16/05/2025
Weighting: 40%

 

The purpose of this assessment is for you to develop your expertise in designing and presenting Marketing Communications Campaigns aligned with current industry expectations.   You will choose a brand, design, develop and present a marketing communication campaign.   Skills in focus: - Communications skills   Deliverable: Presentation Individual assessment

 
On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Develop an effective integrated marketing communications plan and professionally communicate it to the appropriate audience.

Skills development: Marketing communications

Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 15 hours
Due: 06/06/2025
Weighting: 30%

 

The purpose of this assessment is for you to develop your skills and expertise in Marketing Communications through regular and meaningful engagement with the coursework.   You will complete tasks relevant to key topics in the unit and provide a professional reflection on three curated activities and the skills and expertise you developed.   Skills in focus are: - Critical Thinking - Reflective practice   Deliverable: Written reflection [max. 1,500 words] Individual assessment

 
On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Employ critical thinking techniques to solve marketing communications problems, individually and/or in collaboration
  • Develop an effective integrated marketing communications plan and professionally communicate it to the appropriate audience.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Please refer to iLearn for details. 

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

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 connect.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

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

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

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

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via the Service Connect Portal, or contact Service Connect.

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.

Unit information based on version 2025.03 of the Handbook