MARK5810 Marketing Communication and Promotion - 2022

Subject Code
Study Level
Commencing Term
Term 3
Total Units of Credit (UOC)
Delivery Mode
On Campus and Online
The course outline is not available for current term. To view outlines from other years and/or terms, visit the archives .

1. Course Details

Summary of Course

​Marketing communication is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. The goal of marketing communication is to convey meanings to the target audience in order to build a strong brand.

This course provides students with an opportunity to analyse, design and evaluate various communication and promotion decisions. Specific issues include fundamental marketing communication decisions, creative brief, message/copy writing, communication strategies, and media strategies. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in marketing communication and promotion.

The course will interweave lectures, group activities and developing an integrated marketing communication group project that addresses the real life needs of a partnering business.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

  • ​to provide students with contemporary knowledge of marketing communication and promotion.
  • to familiarise students with various components of the marketing communication mix that firms practice and customers experience.
  • to enhance students’ ability to apply creatively and critically marketing communication concepts and techniques in developing an integrated marketing communication plan.

The course is organised into three modules that collectively address the course aims.

  • Constructing a reverse creative brief that allows students to synthesize a client's objectives and expectation, then feeding back their understanding of their requirements and key messaging.  The module also describes the role of creative agencies and the relationship between agency and client.

  • Understanding marketing communication decisions by considering fundamental decisions that a marketing communicator usually gets involved in. These decisions include how to influence customers’ attitudes and behaviours through persuasive efforts, developing creative ideas, identifying target audiences of marketing communication messages, developing a brand positioning, setting objectives, measuring campaign success and budgeting. We will use the See, Think, Do, Care model as a framework.

  • Developing an integrated marketing communication plan that concentrates on specific issues in the development of an integrated marketing communication plan. These issues include advertising strategy, advertising copy writing, public relations strategy, direct marketing strategy, sales promotion strategy, media strategies and media planning.

Relationship of this course to other courses

The course MARK5810 is about communication and promotion - one of four key components of the marketing mix. The course links concepts you have learnt in other marketing courses that underpin and contribute to integrated marketing communications. A study of MARK5810 complements the wider array of subjects taught in the Master of Commerce (with marketing specialisation) and the MCom in general. MARK5810 requires MARK5700, MARK5800, or MARK5801 as prerequisite or corequisite.

Formally, pre-requisite or co-requisite: MARK5700 or MARK5800 or Enrolment in program 8281 or 8282 or 8291


You are encouraged to make linkages with previous studies, particularly consumer behaviour and marketing research. Your learning is likely to be more effective when prior experiences and prior knowledge are explicitly recognised and built upon. You should take responsibility for doing this.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeMrPatrick ArmstrongKensington
By Appointment
TutorMsSilke KerwickKensington
By appointment

3. Learning and Teaching Activities

Use of your Webcam and Digital Devices: If you enrol in an online class, or the online stream of a hybrid class, teaching and associated activities will be conducted using Teams, Zoom, or similar a technology. Using a webcam is optional, but highly encouraged, as this will facilitate interaction with your peers and instructors. If you are worried about your personal space being observed during a class, we encourage you to blur your background or make use of a virtual background. Please contact the Lecturer-in-Charge if you have any questions or concerns.

Some courses may involve undertaking online exams for which your own computer or digital devices will be required. Monitoring of online examinations will be conducted directly by University staff and is bound by the University's privacy and security requirements. Any data collected will be handled accordance with UNSW policies and standards for data governance. For more information on how the University manages personal information please refer to the UNSW Student Privacy Statement and the UNSW Privacy Policy.

Approach to Learning and Teaching in the Course

​This course combines both academic rigour with practical knowledge of marketing communications and promotions management. It involves lectures and tutorials that encourage students to think strategically and creatively as they work with a partnering business to develop marketing communications plan for a real life scenario.

Learning Activities and Teaching Strategies

​Students will hear from leaders in the business at several touchpoints throughout the course during lectures, where they will get business briefings and feedback on their progress. Each assessment builds on one another, so students will receive end-to-end experience from an initial brief, through the planning and creative process, then delivering an integrated marketing communications plan for the business.

Assessments are a combination of written and oral delivery across individual and group work. There is strong emphasis on collaboration to develop creative ideas and find solutions to marketing communication challenges.

5. Course Resources

There is a text book you can refer to from the UNSW Bookshop.

Integrated Advertising Promotion and Marketing

Print copies are on the shelves and available to order at:

For a digital version, visit:

Importantly, please note, this course is what we call "above and beyond a textbook" as we are working on a real life business scenario. So, the textbook is just for your background reading only. Thus, even if you have a textbook from a previous edition - no worries, you can use that one instead and it would cover your background understanding (just look for the corresponding chapters).

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

​This course is practical, theoretical and creative. It works with marketing communications leaders to develop solutions for a real life business scenario. Students have expressed their learning has been enhanced by this approach, so this continues to be the emphasis for the course.

We have a very exciting business lined up in the cultural and tourism sectors. It's a terrific opportunity!

, there has been some changes to the assessments. However the course PLOs remain the same

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit:
Week Activity Topic Assessment/Other
Week 1: 12 SeptemberLecture 1

What is Integrated Marketing Communications and the role of the Marketing Process?

Guest from our partnering business to present the brief.

Examining the Brief:

  • Establishing Objectives
  • Understanding audience
  • Budgeting for the Promotional Program.

This lecture is compulsory as you will receive important information from our partnering business.

What is discussed at this lecture will directly relate to your first Individual Assessment on the Reverse Brief. This in turn relates to all subsequent assessments, as well as content and discussion in the first tutorial in Week 2.

Week 2: 19 SeptemberLecture 2

How do we develop an IMC Program?

  • The Creative Strategy
  • Developing Business and Customer Insights
  • Creating personas

Content from this lecture will be discussed in the following weeks tutorial (Week 3)

Tutorial 1
  • Group project team formation
  • Examining the Brief and setting objectives
  • Applying the See, Think, Do, Care model
  • Understanding the reverse brief

This tutorial relates to Lecture 1.

Attendance at this first tutorial is very important as you will be forming teams for your Group Project.

If students are unable to attend, they need to contact their tutor and the lecturer in charge.

Week 3: 26 SeptemberLecture 3

What channels do we use?

  • Media Planning
  • Evaluation of Media

First assessment due end of this week.

Reverse Brief: Due Friday 30 September at 5pm.

Tutorial 2

Developing Creatives:

  • Approach, Message. Big Idea
  • Understanding consumer personas

First assessment due end of this week.

Reverse Brief: Due Friday 30 September at 5pm.

Week 4: 3 OctoberStudy Break

Study Break

No lectures or tutorials

Week 5: 10 OctoberLecture 4

Guest from our partnering business for students to pitch Big Idea.

Attendance is compulsory for this lecture for all students.

Each group to cover the Big Idea, Campaign Objectives, Business Insights, Audience, Channels and content examples (10% of Group Mark).

Each group gets 5 minutes. Only one person is expected to present but all group members to contribute to the presentation pack.

Tutorial 3
  • Evaluating and choosing media channels

This tutorial relates to the Lecture 3 before the study break.

Week 6: 17 OctoberLecture 5

What is the role of digital in our media campaign?

Digital and social media PR, Publicity and Corporate Advertising

Individual Assignment 2 due and of this week.

Friday 21 October @ 5pm.

Tutorial 4
  • Role of Digital and Social Media

Individual Assignment 2 due and of this week.

Friday 21 October @ 5pm.

Week 7: 24 OctoberLecture 6

Persuasion Mechanisms

Tutorial 5

Individual Presentation: See Phase

Students are to present on one aspect of the See, Think, Do, Care model of their group assessment.

Full tutorial will be individual 10 minute presentations with feedback.

Week 8: 31 OctoberLecture 7

Brand Management

Tutorial 6

Individual Presentation: Think Phase

Students are to present on one aspect of the See, Think, Do, Care model of their group assessment.

Full tutorial will be individual 10 minute presentations with feedback.

Week 9: 7 NovemberLecture 8

Public Relations

As this is the final lecture, time will be given to a Q&A for students to ask questions ahead of their final Group Project submissions.

Tutorial 7

Individual Presentation: Do Phase

Students are to present on one aspect of the See, Think, Do, Care model of their group assessment.

Full tutorial will be individual 10 minute presentations with feedback.

Week 10: 14 NovemberTutorial 8

Individual Presentation: Care Phase

Students are to present on one aspect of the See, Think, Do, Care model of their group assessment.

Full tutorial will be individual 10 minute presentations with feedback.

Week 11

No lectures of tutorials

Final assessment due. Group Project: Integrated Marketing Plan.

Monday 21 November @ 9am.

8. Policies and Support

Information about UNSW Business School program learning outcomes, academic integrity, student responsibilities and student support services. For information regarding special consideration, supplementary exams and viewing final exam scripts, please go to the key policies and support page.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  For PG Research PLOs, including Master of Pre-Doctoral Business Studies, please refer to the UNSW HDR Learning Outcomes

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.

UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Services team.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

​Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload

Attendance and Engagement

Your regular attendance and active engagement in all scheduled classes and online learning activities is expected in this course. Failure to attend / engage in assessment tasks that are integrated into learning activities (e.g. class discussion, presentations) will be reflected in the marks for these assessable activities. The Business School may refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g. tutorials, flipped classroom sessions, seminars, labs, etc.). If you are not able to regularly attend classes, you should consult the relevant Course Authority.

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Learning Support Tools
Business School provides support a wide range of free resources and services to help students in-class and out-of-class, as well as online. These include:

  • Academic Communication Essentials – A range of academic communication workshops, modules and resources to assist you in developing your academic communication skills.
  • Learning consultations – Meet learning consultants who have expertise in business studies, literacy, numeracy and statistics, writing, referencing, and researching at university level.
  • PASS classes – Study sessions facilitated by students who have previously and successfully completed the course.
  • Educational Resource Access Scheme – To support the inclusion and success of students from equity groups enrolled at UNSW Sydney in first year undergraduate Business programs.

The Nucleus - Business School Student Services team
The Nucleus Student Services team provides advice and direction on all aspects of enrolment and graduation. Level 2, Main Library, Kensington 02 8936 7005 /

Business School Equity, Diversity and Inclusion
The Business School Equity, Diversity and Inclusion Committee strives to ensure that every student is empowered to have equal access to education. The Business School provides a vibrant, safe, and equitable environment for education, research, and engagement that embraces diversity and treats all people with dignity and respect.

UNSW Academic Skills
Resources and support – including workshops, individual consultations and a range of online resources – to help you develop and refine your academic skills. See their website for details.

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9065 9444

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Support for Studying Online

The Business School and UNSW provide a wide range of tools, support and advice to help students achieve their online learning goals. 

The UNSW Guide to Online Study page provides guidance for students on how to make the most of online study.

We recognise that completing quizzes and exams online can be challenging for a number of reasons, including the possibility of technical glitches or lack of reliable internet. We recommend you review the Online Exam Preparation Checklist of things to prepare when sitting an online exam.