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.


Session 1 (30)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Port Macquarie Campus
Bathurst 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

Grading System



One session


School of Management and Marketing

Assumed Knowledge

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.


This 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

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT310 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Organisation selection and justification
Auditing the current campaign
Strategic presentation
Integrated marketing communications report

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.