School Of Humanities And Communication ArtsIntegrated Marketing CommunicationWestern Sydney University Unit Code: 101550.2
Discipline: COMMUNICATION AND MEDIA STUDIES
Student Contribution Band: 1
Level: 7
Credit Points: 10
Assumed Knowledge
Computer literacy.
Unit Enrolment Restrictions
Students must be enrolled in a postgraduate course.
About this Unit
Integrated Marketing Communication breaks down the traditional advertising, public relations, and marketing paradigms by challenging practitioners to apply the optimum mix of media and message to motivate the target audience to act. IMC is a key component of marketing strategy and management; therefore, its management is critical to the success of brands. The impact of the Internet and now Web 2.0 support the need to embrace integrated marketing communications as a comprehensive approach to reach target audiences on their terms. The unit encourages students to produces a range of strategies to foster critical enquiry and intellectual debate in the new discipline of Integrated Marketing Communication.