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HE Unit Template
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Marketing Communication
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BUMKT3701 - Marketing Communication
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20240200
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Course
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1.2
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2026-09-10
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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/bumkt3701">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>Marketing communications is a core sub-function of Marketing. Marketing Communication specialists are responsible for developing marketing and promotional campaigns to build brand and customer equity. A Marketing Communication specialist collaborates with other Marketing sub-functions such as Product Management, Market Research and Sales Management, and with other management functions such as Finance, to ensure that goals and objectives for the firm, and individual marketing communication campaigns are achieved. A Marketing Communication specialist requires broad marketing skills, a deep understanding of media, brand management, campaign development and the ability to communicate and work collaboratively with multiple internal and external parties.</p>
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<p>•How brands are built covering the role of advertising and promotions, the IMC concept and process, IMC partners and stakeholder relationships<br>
•Marketing communications strategies for building brands covering how brand communication works, the nature of consumer responses, IMC planning, segmentation and targeting and data-driven communication<br>
•Development and communication of brand messages covering message creation and execution, media characteristics, the Internet and IMC media planning<br>
•The marketing communication functions covering sales promotions, channel marketing, PR and publicity, direct marketing and experiential marketing<br>
•The context for marketing communications covering social, ethical and legal issues, international context and performance management</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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0200
Year
Year
2027
Current Year
2026
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BUMKT3701 - Marketing Communication
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BUMKT3701 - Marketing Communication
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Semester
Semester 1
Semester 2
Summer Semester
Year
2027
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>Marketing communications is a core sub-function of Marketing. Marketing Communication specialists are responsible for developing marketing and promotional campaigns to build brand and customer equity. A Marketing Communication specialist collaborates with other Marketing sub-functions such as Product Management, Market Research and Sales Management, and with other management functions such as Finance, to ensure that goals and objectives for the firm, and individual marketing communication campaigns are achieved. A Marketing Communication specialist requires broad marketing skills, a deep understanding of media, brand management, campaign development and the ability to communicate and work collaboratively with multiple internal and external parties.</p>
Unit content
<p>•How brands are built covering the role of advertising and promotions, the IMC concept and process, IMC partners and stakeholder relationships<br> •Marketing communications strategies for building brands covering how brand communication works, the nature of consumer responses, IMC planning, segmentation and targeting and data-driven communication<br> •Development and communication of brand messages covering message creation and execution, media characteristics, the Internet and IMC media planning<br> •The marketing communication functions covering sales promotions, channel marketing, PR and publicity, direct marketing and experiential marketing<br> •The context for marketing communications covering social, ethical and legal issues, international context and performance management</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
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3701">View unit fees</a>
Requisites
Prerequisite
<p>must have completed 1 of "<a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT1501" target="_blank">BUMKT1501</a>" / "SPMAN1002"</p>
Corequisite
None
Exclusion
None
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
K1
<p>Relate Marketing Communications principles to professional practice within a variety of areas such as commercial enterprises, not-for profit organisations, government and individuals</p>
K2
<p>Identify the impact of internal and external environments in relation to a brand management situation</p>
K3
<p>Identify factors that influence consumer decision making when processing Marketing messages</p>
K4
<p>Select an ethical framework for managing the Integrated Marketing Communication and brand management processes</p>
S1
<p>Develop and apply broad research skills to identify Marketing Communications opportunities and problems</p>
S2
<p>Specify the appropriate combination of the elements of the Marketing mix, either on an individual basis or in an integrated manner, when compiling Integrated Marketing Communication plans</p>
S3
<p>Consolidate and synthesise Marketing Communications theories and concepts to develop ethical branding and promotions solutions</p>
S4
<p>Communicate Marketing Communications solutions using academic report writing and/or presentation skills to a diverse audience</p>
A1
<p>Apply Marketing Communications concepts to new and diverse situations</p>
A2
<p>Identify, plan and evaluate proposed Marketing Communications plans and present the results with responsibility and accountability</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Demonstrate knowledge of the unit material</p>
<p>Individual assessment</p>
<p>10-30%</p>
K2, K3, S3, A1
2
<p>Via student selection of a firm/product/service, demonstrate application of critical Marketing Communications concepts and business acumen through the analysis and evaluation of relevant case questions/requirements</p>
<p>Group report(s) and/or presentations</p>
<p>30-50%</p>
K1, K4, S1, S2, S3, S4, A1, A2
3
<p>Demonstrate knowledge of key Marketing Communications concepts by applying them in different marketing situations</p>
<p>Test / Final Assessment</p>
<p>30-50%</p>
K2, K3, K4, A1
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 2 - Student demonstrates some independence within provided guidelines</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.
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
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3701">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT3701 - U1.2