Marketing Communications


Bradley Wilson, PhD, Senior Lecturer

Royal Melbourne Institute of Technology (RMIT University)



6,0 ECTS

45 contact hours; 150 student work hours


International Marketing


Aim of the Course:

This course is designed to provide you with the ability to explain the theoretical foundations of marketing communications and to develop professional skills in planning, implementing and evaluating communication strategies. Advertising is highlighted from the perspective of being simply one of several promotional tools instrumental in brand building. The role of understanding consumer behaviour and brand equity is emphasised. Segmentation, target audience selection and positioning are given ample attention; and the importance of this in successful creative development is presented. Basic media concepts are also studied with particular focus on understanding media and vehicle selection.


Course Content:

Topic 1. Introduction to Modern Advertising and IMC

Topic 2. Advanced Consumer Behaviour

Topic 3. Advanced Consumer Behaviour (cont) and Brand Planning Models

Topic 4. Segmentation and Positioning.

Topic 5. Target Audience and Action Objectives.

Topic 6. Creative Strategy.

Topic 7. Creative Tactics.

Topic 8. Media Strategy and Tactics.

Topic 9. Effective Media Use and Campaign Budgeting.


Review and Exam Format


Teaching Methods:

Lectures, Seminar Discussion, Exam


Course reading:


  1. Rossiter JR & Bellman S (2005) Marketing Communications: Theory and Applications. Pearson Education
  2. Arens W, Weigold M & Arens C (2009) Contemporary advertising. Boston: McGraw-Hill Irwin
  3. Belch G & Belch M (2009) Advertising and Promotion: an integrated marketing communications perspective, Boston: McGraw-Hill Irwin
  4. Chitty W, Barker N, & Shimp TA (2008) Integrated marketing communications. South Melbourne, Vic: Cengage Learning Australia
  5. Shimp TA (2010) Advertising, promotion, and other aspects of integrated marketing communications, Mason, Ohio: South-Western Cengage Learning
O’Guinn T, Allen C, & Semenik R (2009) Advertising and integrated brand promotion. Mason, OH: South-Western Cengage Learning
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