MKT310 Integrated Marketing Communications (8)


This subject takes an integrated approach to the planning and development of promotional programs. Buyer behaviour theory which is relevant to the marketing communication process is reviewed. A comprehensive planning model is applied to decisions about the elements of the promotion mix: advertising, personal selling, sales promotion and publicity.

+ Subject Availability Modes and Location

Session 1
InternalAlbury-Wodonga Campus
InternalBathurst Campus
InternalCSU Study Centre Melbourne
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT310
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge


Enrolment restrictions

Related subject(s)
MKT570 Please note this is the same subject name as MKT570. While there is some overlap in content, underlying objectives and assessments have been designed to their respective AQF levels.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to evaluate the role of marketing communications in the overall marketing strategy;
  • be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies;
  • be able to analyse and apply theoretical concepts underlying integrated marketing communications programs;
  • be able to examine and appraise the impact of contemporary societal and market trends underlying integrated marketing communications strategies; and
  • be able to communicate clearly and effectively in oral and written work.


The subject will cover the following topics:
  • The nature of communication in marketing
  • Promotional and strategic marketing management
  • Situation analysis: macroenvironmental trends, behavioural foundations, legal and voluntary constraints on promotion
  • Determining promotional objectives and budgets
  • The role of promotional tools including advertising, sales promotion, personal selling and publicity
  • Developing and evaluating message strategies
  • Message delivery strategies, using the various promotional tools
  • The organisation and implementation of the promotional program
  • Evaluating the effectiveness of promotion


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.