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Marketing Communication
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BUMKT3204 - Marketing Communication
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20250200
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2026
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/ords/r/dev/fed_occ/course?p6_code=BUMKT3204&p0_catalogue_year=2026&p0_catalogue_term=0600
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1.3
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2026-06-16
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2026-06-16
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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/bumkt3204">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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Bachelor Degree
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<p>At the core of effective marketing lies the concept of Marketing Communication. This unit delves into its historical roots and current state, emphasising the importance of integration and synergy across various communication channels. By understanding how to harmonize messaging and tactics, students learn to craft cohesive and impactful messages that resonate with target audiences. Marketing Communication, where creativity, strategy, and technology converge to shape brand-consumer interactions in today's digital landscape, provides an important platform for students to explore current changes in the business landscape, delving into the implications for marketers and society broadly. This unit explores the evolving role of marketing communication, emphasising integrated strategies, consumer behavior, and ethical considerations. From crafting cohesive campaigns to harnessing analytics, students gain knowledge in advertising, public relations, and digital marketing.</p>
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<p>Topics may include:<br>
1. Everything is digital: changes and challenges for consumers, marketers and society<br>
2. Integrated marketing communication: history and current state<br>
3. Integration and synergy<br>
4. Consumer empowerment and behaviour<br>
5. Communication and engagement with the brand<br>
6. Social, ethical and regulatory aspects<br>
7. Consumer insight and strategy<br>
8. Analytics<br>
9. Search<br>
10. Creative strategy<br>
11. Media strategy<br>
12. Measurement: output and process measures<br>
13. Advertising<br>
14. Public relations and publicity<br>
15. Sales promotion, direct marketing and personal selling</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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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>At the core of effective marketing lies the concept of Marketing Communication. This unit delves into its historical roots and current state, emphasising the importance of integration and synergy across various communication channels. By understanding how to harmonize messaging and tactics, students learn to craft cohesive and impactful messages that resonate with target audiences. Marketing Communication, where creativity, strategy, and technology converge to shape brand-consumer interactions in today's digital landscape, provides an important platform for students to explore current changes in the business landscape, delving into the implications for marketers and society broadly. This unit explores the evolving role of marketing communication, emphasising integrated strategies, consumer behavior, and ethical considerations. From crafting cohesive campaigns to harnessing analytics, students gain knowledge in advertising, public relations, and digital marketing.</p>
Unit content
<p>Topics may include:<br> 1. Everything is digital: changes and challenges for consumers, marketers and society<br> 2. Integrated marketing communication: history and current state<br> 3. Integration and synergy<br> 4. Consumer empowerment and behaviour<br> 5. Communication and engagement with the brand<br> 6. Social, ethical and regulatory aspects<br> 7. Consumer insight and strategy<br> 8. Analytics<br> 9. Search<br> 10. Creative strategy<br> 11. Media strategy<br> 12. Measurement: output and process measures<br> 13. Advertising<br> 14. Public relations and publicity<br> 15. Sales promotion, direct marketing and personal selling</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
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3204">View unit fees</a>
Requisites
Prerequisite
<p>must have completed <a href="/ords/r/dev/fed_occ/course?p6_code=BUMKT1200" target="_blank">BUMKT1200</a></p>
Corequisite
None
Exclusion
<p>must not have completed <a href="/ords/r/dev/fed_occ/course?p6_code=BUMKT3701" target="_blank">BUMKT3701</a></p>
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 Communication principles to 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 on Marketing Communication activities</p>
K3
<p>Identify factors that influence consumer decision making when processing marketing messages</p>
K4
<p>Explain ethical issues related to Marketing Communication</p>
S1
<p>Develop and apply broad research skills to identify Marketing Communication 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 Communication theories and concepts to create marketing messages</p>
S4
<p>Communicate Marketing Communication solutions using academic report writing and/or presentation skills to a diverse audience</p>
A1
<p>Apply Marketing Communication concepts to new and diverse situations</p>
A2
<p>Create and evaluate Marketing Communication plans</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Individually completed marketing report</p>
<p>Marketing Analysis and Report</p>
<p>10-30%</p>
K2, K3, S3, A1
2
<p>Marketing Communication Plan</p>
<p>Group report and/or presentation</p>
<p>30-50%</p>
K1, K4, S1, S2, S3, S4, A1, A2
3
<p>Final Assessment / Test</p>
<p>Final Summative Assessment</p>
<p>20-50%</p>
K2, K3, K4, A1
Supplementary assessment available:
Yes
Supplimentary 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
<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>
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 1 - Students require directions and boundaries from mentor</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 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</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.
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
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3204">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT3204 - U1.3