Outline

Overview

This unit of study offers an introduction to an overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG1001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Peter Bryant, peter.j.bryant@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written work	First Individual Assignment Written task	20%	Week 04 Due date: 03 Sep 2026 at 23:59 Closing date: 17 Sep 2026	-	AI allowed
Outcomes assessed:
Presentation	Group Presentation: IMC Plan In-class group presentation	15%	Week 11	15 mins per group	AI allowed
Outcomes assessed:
Written work	Group Written Report: IMC Plan Written task	20%	Week 12 Due date: 29 Oct 2026 at 23:59 Closing date: 15 Nov 2026	-	AI allowed
Outcomes assessed:
Contribution	Business Research Component (BRC) See notes in the Canvas site for BRC	2%	Week 12	-	AI allowed
Outcomes assessed:
Written work	Final Individual Assignment Written Task	30%	Week 13 Due date: 08 Nov 2026 at 23:59 Closing date: 15 Nov 2026	-	AI allowed
Outcomes assessed:
Contribution	Participation and Engagement Participation and engagement. This will include quizzes, presentation of activities from the tutorials and engagement in debates and discussions	13%	Weekly	-	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Participation and engagement: degree of active engagement with course content and tutorial exercises (beyond simple attendance at tutorials). Quizzes may be used to assess students’ knowledge of selected week's course content.
First Individual Assignment: Undertake a Situation and Marketing Communications Analysis for an assigned company. This includes identifying a communication challenge/issue for the brand and a critique of an Integrated Marketing Communications (IMC) campaign aimed at your target.
Group Presentation: Building on the first individual assignment, teams are required to develop a persuasive presentation for their brand’s IMC plan up to and including the Creative development stage plus initial ideas for media.
Group Written Report: Building on the group presentation and incorporating feedback received, students are required to develop an IMC plan for their assigned company. To complete this task effectively you must work as part of a team. Your IMC plan should address the brand communication challenge(s)/issue(s) identified by your team.
Final Individual Assignment: Following your group report, individually review your team's communication and creative strategy. Then propose an alternative approach. This task may ask also ask you to state how you would evaluate its effectiveness and/or reflect on your learnings from the unit.
Research participation: Instructions on how to complete this assessment can be found on the new business research component site of students’ Canvas course dashboard. You will have two options for completing this Assessment. Option 1- participate in a research study. Option 2- research paper review. For detailed information about how to complete the Business Research Component Assessment (2%) please refer to the Assignments tab on your course CANVAS site

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

As per Sydney University policies

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Message, story and strategy: Introduction to Marketing Communications. Tutorials start; ensure you attend assigned tute to help group formation	Lecture (1 hr)
Week 01	Setting the scene, exploring what you know and like about marketing communications	Tutorial (2 hr)
Week 02	The Audience: Consumers and Marketing Communications	Lecture (1 hr)
Week 02	Message, story and strategy: Introduction to Marketing Communications.	Tutorial (2 hr)
Week 03	Getting everything in line: The Communication Process. Each tutorial covers the prior weeks content.	Lecture (1 hr)
Week 03	The Audience: Consumers and Marketing Communications	Tutorial (2 hr)
Week 04	Communication Objective Setting and Creative Strategy- Planning	Lecture (1 hr)
Week 04	Getting everything in line: The Communication Process. Each tutorial covers the prior weeks content.	Tutorial (2 hr)
Week 05	Creative strategy- Implementation & Development	Lecture (1 hr)
Week 05	Communication Objective Setting and Creative Strategy- Planning	Tutorial (2 hr)
Week 06	Becoming visible: Media Strategy & IMC Tools #1 Media Planning on Traditional Media	Lecture (1 hr)
Week 06	Creative strategy- Implementation & Development	Tutorial (2 hr)
Week 07	IMC tools #2 - Support Media Campaigns and Direct Marketing, plus the rise of the influencer	Lecture (1 hr)
Week 07	Becoming visible: Media Strategy & IMC Tools #1 Media Planning on Traditional Media	Tutorial (2 hr)
Week 08	IMC tools #3: Digital marketing and social media	Lecture (1 hr)
Week 08	IMC tools #2 - Support Media Campaigns and Direct Marketing, plus the rise of the influencer	Tutorial (2 hr)
Week 09	ONLINE LECTURE: Broadening your toolkit : IMC tools #4 Sales Promotion and Public Relations	Lecture (1 hr)
Week 09	Group feedback week	Tutorial (2 hr)
Week 10	How do you know it worked? Evaluating Effectiveness	Lecture (1 hr)
Week 10	Broadening your toolkit : IMC tools #3: Digital marketing and social media and IMC tools #4 Sales Promotion and Public Relations Twp lectures covered in one week due to the public holiday	Tutorial (2 hr)
Week 11	Keeping it real Evaluating Social, Ethical & Economic Impact & Regulation and the role and ethics of AI	Lecture (1 hr)
Week 11	How do you know it worked? Evaluating Effectiveness Group Presentations Week	Tutorial (2 hr)
Week 12	IMC: deep dive case studies and examples	Lecture (1 hr)
Week 12	Keeping it real Evaluating Social, Ethical & Economic Impact & Regulation and the role and ethics of A	Tutorial (2 hr)
Week 13	IMC Reviewed: Pulling it all together	Lecture (1 hr)
Week 13	IMC Reviewed: Pulling it all together	Tutorial (2 hr)

Attendance and class requirements

Tutorials: Start week 1 and cover the material/ lecture from the prior week ie. Wk 2 tutorial focuses on Wk 1 content. Week 1 will include group formation and assessment explanation. You must listen to the prior weeks lecture and complete any online learning activities BEFORE each scheduled tutorial.
Attendance: You are required to attend your weekly enrolled and timetabled tutorial. Tutorials cement the learning from the lectures. Students are responsible for ensuring they join a group in their enrolled tutorial.
Lecture recording: All live lectures are recorded and are available on Canvas. The Business School does not own the system and cannot guarantee that every class will be available due to technical issues. Students should ensure they attend, listen and make notes while the lecture is being delivered during the timetabled lecture time.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Resources will be shared within the weekly Canvas site pages.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. understand critical theories and concepts relevant to the study of marketing communications
LO2. identify and understand the relationship between the key elements of message strategy that can be practically applied to the development of an integrated marketing communications plan
LO3. identify the appropriate forms of media that can be adopted to efficiently, effectively and creatively deliver the communication message to the target audience
LO4. identify the role of integrated marketing communications in creating brand meaning to build appropriate consumer based brand equity
LO5. open new ways of thinking and appreciate the importance of intellectual curiosity, critical thinking and reflection as the foundation for continuous learning
LO6. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility, and to communicate thoughts and opinions confidently and to a professional standard.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Final exam has been removed and replaced by a Final Individual Summative Assignment. This individual task has been modified in order to enhance student learning outcomes. Group Presentation has been moved forward to allow for formative feedback to help students enhance their Group Written Report

Additional information

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG3112: Marketing Communications

Semester 2, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links