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HE Unit Template
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Marketing Communication
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BUMKT3204 - Marketing Communication
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20270200
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Course
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4.1
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2026-09-21
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2026-09-10
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Business
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Institute of Innovation, Science & Sustainability
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Business
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Undergraduate
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15
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.125
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080505
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Marketing
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080505 - Marketing
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<a href="http://www.federation.edu.au/locate/unit/bumkt3204">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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7
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Bachelor Degree
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<p>This unit examines how integrated marketing communication principles, audience and stakeholder insights, creativity, strategy and technology shape brand–audience interactions across commercial, community, not-for-profit and public-sector contexts. Students analyse communication environments, develop and evaluate cohesive campaigns across relevant media and channels, and use evidence and analytics to justify communication decisions. The unit develops knowledge and skills in advertising, public relations, digital marketing and stakeholder engagement while considering the ethical, social and regulatory implications of contemporary marketing communication.</p>
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<p>Topics may include:<br>
1. Everything is digital: changes and challenges for consumers, marketers and society<br>
2. Integrated marketing communication: history and current state<br>
3. Integration and synergy<br>
4. Consumer empowerment and behaviour<br>
5. Communication and engagement with the brand<br>
6. Social, ethical and regulatory aspects<br>
7. Consumer insight and strategy<br>
8. Analytics<br>
9. Search<br>
10. Creative strategy<br>
11. Media strategy<br>
12. Measurement: output and process measures<br>
13. Advertising<br>
14. Public relations and publicity<br>
15. Sales promotion, direct marketing and personal selling</p>
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<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
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2027
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2026
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Year
2027
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit examines how integrated marketing communication principles, audience and stakeholder insights, creativity, strategy and technology shape brand–audience interactions across commercial, community, not-for-profit and public-sector contexts. Students analyse communication environments, develop and evaluate cohesive campaigns across relevant media and channels, and use evidence and analytics to justify communication decisions. The unit develops knowledge and skills in advertising, public relations, digital marketing and stakeholder engagement while considering the ethical, social and regulatory implications of contemporary marketing communication.</p>
Unit content
<p>Topics may include:<br> 1. Everything is digital: changes and challenges for consumers, marketers and society<br> 2. Integrated marketing communication: history and current state<br> 3. Integration and synergy<br> 4. Consumer empowerment and behaviour<br> 5. Communication and engagement with the brand<br> 6. Social, ethical and regulatory aspects<br> 7. Consumer insight and strategy<br> 8. Analytics<br> 9. Search<br> 10. Creative strategy<br> 11. Media strategy<br> 12. Measurement: output and process measures<br> 13. Advertising<br> 14. Public relations and publicity<br> 15. Sales promotion, direct marketing and personal selling</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3204">View unit fees</a>
Requisites
Prerequisite
<p>must have completed <a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT1200" target="_blank">BUMKT1200</a> OR must have completed <a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT1501" target="_blank">BUMKT1501</a></p>
Corequisite
None
Exclusion
<p>must not have completed <a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT3701" target="_blank">BUMKT3701</a></p>
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
1
<p>Analyse internal, external, audience and consumer-behaviour factors that shape marketing communication opportunities and challenges.</p>
2
<p>Apply integrated marketing communication theories and principles to develop coherent strategies across commercial, community, not-for-profit and public-sector contexts.</p>
3
<p>Research and synthesise audience, media and digital evidence to inform marketing communication decisions and evaluate campaign effectiveness.</p>
4
<p>Create and evaluate ethical, audience-centred marketing messages and integrated communication campaigns.</p>
5
<p>Communicate and defend evidence-based marketing communication recommendations to diverse stakeholders, individually and collaboratively.</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Individually analyse the audience and communication environment within a selected marketing communication context and present evidence-based insights in a professional format.</p>
<p> Individual Audience Insight Report</p>
<p>20-30%</p>
1
2
<p>Develop and communicate an evidence-based integrated marketing communication strategy or campaign </p>
<p> Group Report and presentation</p>
<p>40-50%</p>
2, 3, 4, 5
3
<p>Justify marketing communication decisions and critically evaluate the campaign development process and outcomes.</p>
<p>Professional Oral Defence and Reflection</p>
<p>20-30%</p>
4, 5
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
<p>Level 1 - Students require directions and boundaries from mentor</p>
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
<p>Level 2 - Student demonstrates some independence within provided guidelines</p>
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
<p>Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</p>
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
<p>Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</p>
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3204">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT3204 - U4.1