This course enables you to approach marketing communications planning from a strategic perspective.

You'll develop a theoretical appreciation and practical understanding of contemporary concepts; in particular, communication techniques that lead to the establishment of strong brand equity.


Course coordinator

Associate Professor Con Stavros - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Outline the components of the integrated marketing communications planning process and demonstrate the strategic interaction between these aspects and their relationship to the marketing plan;
  • Critically assess and apply integrated marketing communication theories and practices to identify appropriate target audiences, suitable objectives and contextually appropriate communication approaches that build brand equity;
  • Design ethically appropriate creative messages that reflect suitable positioning and which affect (target audience) behaviour through interrelated marketing communication activities; and
  • Evaluate markets in various forms in order to identify strategically appropriate communication channels that permit effective media utilisation and planning.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.