MKT570 Integrated Marketing Communications (8)


Planning, developing and implementing an Integrated Marketing Communication (IMC) strategy is vital for organisations. This subject will examine how the IMC process creates and enhances relationships with customers and other stakeholders by strategically controlling and influencing messages communicated to these groups. From a practical perspective, students will be exposed to a range of evolving communication tools and the issues that practitioners would consider in applying these tools in specific marketing contexts.

+ Subject Availability Modes and Location

Session 2
InternalCSU Study Centre Melbourne
InternalCSU Study Centre Sydney
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT570
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

Assumed knowledge in this subject is equivalent to that covered in MKT510 and (MBA503 or MKT501 or MKT531 or MKT571).

Enrolment restrictions

For postgraduate students only.
Related subject(s)
MKT310 Please note this is the same subject name as MKT310. 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 explain and critically discuss the role of marketing communication in the overall marketing and business strategy;
  • be able to evaluate theoretical concepts underlying integrated marketing communications;
  • be able to examine and evaluate various elements of a contemporary communication mix;
  • be able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools; and
  • be able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan.


The subject will cover the following topics:
  • (Integrated) Marketing Communication uncovered
  • Evolution of marketing communication
  • Communication processes
  • Communication with consumers and stakeholders - the narrow cast opportunity
  • IMC Planning - communication possibilities for marketers
  • Communication tools: advertising, public relations, direct and interactive marketing, personal selling, sales promotion
  • Media opportunities - online, offline, paid, earned
  • Evaluation and measurement
  • Integrated Communication strategy


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.