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Essay about integrated marketing communication

We are closed for the holiday period and will open again for business on Tuesday 3rd January. We will be in contact with you upon our return.

Are you ready for the dynamic and constantly changing world of advertising? Are you a creative problem solver who loves fast-paced teamwork and excels at communication?

Our Bachelor of Communication (Advertising) / Bachelor of Business (Marketing) is a unique four-year double degree designed to provide you with a high level of industry-based knowledge and practical skills across both advertising and marketing.

Adopting a global communication perspective, the course prepares you for the world of advertising, where national borders are often irrelevant and audiences are fluid and changeable. You’ll develop solid skills for strategic planning, research and client management, in addition to the creative, media and channel communication skills required to an be effective and sought-after graduate.

In addition, you’ll gain an in-depth understanding of marketing processes as they apply to advertising. You’ll become familiar with market research and analysis and the quantitative aspects of marketing. You will also be well versed in management concepts, allowing you to progress over time to management positions.

Importantly, at CSU you will gain extensive hands-on experience working in our on campus student advertising agency, Kajulu Communications. Here, you will work on projects for real, paying clients. The experience offered through Kajulu Communications is enhanced by industry placements in Australia and overseas. As a result, CSU graduates are often the first choice of advertising and media agency employers.

There are many reasons to choose CSU’s Bachelor of Communication (Advertising) / Bachelor of Business (Marketing):
  • you will gain extensive practical experience working with real clients in Kajulu Communications, CSU’s award-winning student advertising agency. Kajulu teams have won 11 of the past 14 International Advertising Association’s Big Idea titles since the inception of the competition in 2003, with Kajulu Red taking the title in 2016
  • CSU boasts a proud industry reputation and a history of high achievers in this arena. Graduates are highly sought-after and known for their extensive practical experience and high-level strategic thinking skills
  • you will have access to the latest in both theoretical and practical learning, led by a highly experienced and award-winning team
  • the course is one of only a few Australian degrees with accreditation from the International Advertising Association, an accreditation respected by the industry
  • an established relationship and natural synergy exists between the advertising and marketing disciplines in the communications industry. This four-year double degree gives you a broader marketing communication skillset over that of the respective single degrees due to the expanded selection of subjects available.

You will work with real clients on real projects to develop marketing strategies and produce comprehensive integrated marketing communication programs and campaigns in Kajulu Communications, the international award-winning on campus student marketing communications agency.

Internships of a minimum of four weeks are undertaken by final year students within major advertising and marketing companies. Longer term internships in the Asia / Pacific region, Europe and the US may also be competitively offered to final year students.

The course is taught by professionals with a comprehensive range of industry experience, including David Maxwell and Anne Llewellynn. They offer expertise in multiplatform communication and the variety of digital media options available to advertisers today.

You’ll gain access to the latest equipment, technology and techniques on campus, including:
  • CSU’s student marketing communication / advertising agency
  • the community radio station, which supplies student-produced news bulletins to 90 radio stations around Australia daily
  • a multi-function television studio
  • multimedia production facilities.

If you would like to see more of the great facilities and meet some of the academic staff in Communication and Creative Industries at CSU, you can book a course consultation. To organise your consultation, visit our booking page.

You can also book a general tour of the campus where you would be studying.

Today’s marketing communication professionals are expected to possess a broad understanding of advertising and marketing processes, as they invariably work together.

Depending on your specialisation, this course prepares you for employment in:
  • advertising agencies (creative, media, digital, experiential and interactive)
  • media (television and radio stations, newspaper and magazine publishers)
  • advertising departments in corporations or organisations
  • direct response, sales promotion and other consultancies
  • marketing companies
  • marketing divisions and departments within companies.

The course is accredited by the Media Federation of Australia and by the International Advertising Association (IAA). Students receive a Certificate in Marketing Communication from the IAA in addition to their Bachelor of Communication (Advertising) / Bachelor of Business (Marketing) double degree when they complete their studies.

Please note: this course offers a number of specialisations detailed in the course structure below. You will only need to complete the subjects relevant to your chosen specialisation in addition to core foundation subjects.

The below information is for new students. Current students should select their subjects by checking the Handbook for the year of their enrolment

Core Subjects:
ADV105 The Advertising Business
ADV104 Advertising Principles
ADV205 Advertising Creative
ADV206 Channel Planning
ADV207 Channel Planning In Action
ADV317 Advertising Strategy & Planning (16)
IKC101 Indigenous Cultures, Histories and
Contemporary Realities
COM111 Professional Writing
COM114 Presentation for Communicators
CCI100 Introduction to Media Production
COM124 Communication in Context
COM224 Communication Research Strategies
CCI300 Professional Practice in Communication and Creative Industries (24)
COM321 Communication Fieldwork
BUS370 Workplace Learning 3
BUS110 Workplace Learning 1
BUS220 Workplace Learning 2
QBM120 Business Data Analysis
MGT100 Organisations and Management
MGT230 Ethics, Sustainability & Culture
MKT110 Marketing & Society
MKT220 Buyer Behaviour
MKT230 Marketing Research
MKT260 International Marketing
MKT340 Strategic Marketing Management

Electives: Students choose five (5) Restricted Marketing electives from the following :

Three (3) restricted electives from (Set A):
MKT235 Brand Management
MKT240 Market Analysis & Analytics
MKT310 Integrated Marketing Communication
MKT335 Marketing of Services
MKT303 Social & Environmental Marketing
MKT350 Product Innovation Management

Plus two (2) restricted electives from (Set B):
ACC100 Accounting 1
ECO130 Business Economics
LAW110 Business Law
ITC105 Communication & Information Management

Session 1
COM114 Presentation for Communicators
COM111 Professional Writing
MGT100 Organisations and Management
MKT110 Marketing and Society

Session 2
COM124 Communication in Context
MKT220 Consumer Behaviour
BUS110 Workplace Learning 1
IKC101 Indigenous Cultures, Histories and Contemporary Realities

Session 3
ADV104 Understanding Advertising
CCI100 Intro to Media Production
BUS220 Workplace Learning 2
QBM120 Business Data Analysis

Session 4
ADV205 Advertising Creative
ADV205 The Advertising Business
MGT230 Ethics, Sustainability & Culture
Restricted Elective

Session 5
ADV206 Channel Planning
MKT230 Market Research
Restricted Elective
Restricted Elective

Session 6
ADV207 Channel Planning in Action
COM224 Communication Research Strategies
MKT260 International Marketing
Restricted Elective

Session 7
ADV317 Advertising Strategy and Campaign Planning (16 points)
COM321Communication Fieldwork

Session 8
CCI300 Professional Practice in Communication and Creative Industries (24 points)
MKT340 Strategic Marketing Management

Fees - please visit the fees and costs page or contact us for current fee information.

Tax deduction - in some instances a tax deduction may be claimed for self education expenses. Please seek independent qualified taxation advice.

CGS: Commonwealth Government supported places
FPPG: Fee-paying postgraduate places
FPOS: Fee-paying overseas student places
Admission Code: For your reference if required during your application process
NO TAC: An admission code is not required for applications to CSU Study Centres
TEMP: An admission code has not yet been assigned for this course

To graduate, students must satisfactorily complete 256 points. At the end of the program, students graduate with two separate awards, the Bachelor of Communication (Advertising) and the Bachelor of Business (Marketing). Students who choose to transfer either to the Bachelor of Communication (Advertising) or to the specialisation in Marketing in the Bachelor of Business must satisfactorily complete 192 points in order to graduate from that award.

Apply through the Universities Admissions Centre (UAC) if you are a school leaver wanting to study on campus.

An online application to CSU takes about 15 minutes to complete. Find out more

CSU’s School of Communication and Creative Industries have built a hub for innovative storytellers who want to make a difference. Based on Bathurst, Port Macquarie and Wagga Wagga campuses, the School has an emphasis on cross-disciplinary collaboration created through a unique balance of practical production and theoretical foundation. CSU’s courses are delivered in authentic industry settings including our state-of-the-art television studio, radio station, newsroom, performance theatres, exhibition spaces and animation and visual effects facilities. Our students gain a competitive advantage in industry through practical learning, internships and other invaluable networking opportunities.

This School recommends any of the following short, self-paced, online STUDY LINK subjects to students who wish to reinforce knowledge and skills prior to starting at CSU:

  • SSS021 - Transition to University Study
  • SSS033 - Transition from TAFE / VET to University (F2F Workshop)
This School recommends any of the following short, self-paced, online STUDY LINK subjects to students who wish to reinforce knowledge and skills in the area of writing and grammar prior to starting at CSU:
  • SSS024 Grammar Essentials for Writing at University
  • SSS030 Academic English for Australian Tertiary Studies (Intended primarily for International and English as Second Language Learners)
  • SSS031 Academic Writing Skills (FACE TO FACE WORKSHOP ONLY)
  • SSS034 Essay Writing – Style and Structure
  • SSS035 Critical Thinking
These subjects are particularly useful for those people who feel that they may have knowledge gaps and need a refresher because they have not studied for some time. STUDY LINK subjects are free for CSU Commonwealth-supported students as soon as they accept their offer of a place; small fees apply for others. They are non-credit bearing subjects. A Subject Coordinator assists students with any questions. The full subject list and enrolment forms are on the STUDY LINK website.

For each 8 point subject at CSU, students should normally expect to spend between 140-160 hours engaged in the specified learning and assessment activities (such as attending lectures or residential schools, assigned readings, tutorial assistance, individual or group research/study, forum activity, workplace learning, assignments or examinations). The student workload for some subjects may vary from these norms as a result of approved course design.

Students will be assessed on the basis of completed assignments, examinations, workplace learning, or other methods as outlined in specific subject outlines.

Where applicable, students are responsible for travel and accommodation costs involved in workplace learning experiences, or attending residential schools (distance education students).

Expectations relating to academic, workplace learning, time and cost requirements for specific subjects are provided in the subject abstracts and in course materials.

Throughout their studies, CSU students have a responsibility to continue to develop skills in English Language, literacy and numeracy as appropriate to their discipline. This ongoing development will enable students to effectively participate in their course and graduate as competent professionals.

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