MRKTG203-23B (TGA)

Integrated Marketing Communications

15 Points

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The University of Waikato
Academic Divisions
Division of Management
School of Management and Marketing


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What this paper is about

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Integrated promotion, advertising and marketing communications are core components of the marketing system. Understanding these and how they work with (and against) other marketing tools is valuable knowledge in today's market place.

This paper is designed to be a blend of academic and real world perspectives, which enable students to explore contemporary topics relating to the successful integration of marketing communications that reach consumers and other stakeholders effectively.

The paper is structured to provide students with 1) the key concepts theories and principles relating to the integration of different marketing communications; 2) opportunities to practise applying these concepts, theories, and principles to real-case situations; and, 3) build your interpersonal and analytical skills through exposure to the range of perspectives that you and your peers bring to the classroom.

Importantly, we extend the learning of MRKTG101 Fundamentals and 102 Consumer Behaviour, and encourage the development of critical thinking skills for informing marketing decision-making.

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How this paper will be taught

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I have designed this paper to develop your decision-making skills as a marketer who will need to manage stakeholders, including in-house and external marketing-communication specialists.

Marketing communications is not for the faint-hearted - the apparent simplicity belies the level of commitment and discipline required to practice.

There are various learning activities in this paper, with several directed towards group work in which the emphasis is on the student to engage with their peers to develop a fuller understanding of the material, and the instructor acting primarily as a facilitator of the learning process.

1. Content Summaries - Online materials are provided for you to study independently (self-directed study). It is expected that you will engage with these materials in advance of each Exploration and Workshop session to gain the maximum benefit towards the learning goals.

Similarly, students are expected to have read the relevant chapter(s) from the textbook in advance of the week's Exploration and Workshop sessions, so that we can approach the subject matter by being adequately prepared.

2. Explorations, Monday 9am - 10:50am NZST. Students will need to sign up for one of the one hour sessions, and must attend that session each week. These interactive sessions are designed to expand your understanding of the week's topics and terminology by looking at how the IMC concepts are integrated and applied in practice. These sessions are used to give life to IMC concepts through the use of New Zealand and international examples.

3. Workshops, Wednesday 2pm-2:50pm NZST. Successful learning in workshops depends on all students having prepared appropriately before the session by actively undertaking the prescribed case study or materials. Some workshops activities require you to collect, examine and discuss your own independently discovered examples of IMC activation. Guidance on what is required ahead of each workshop will be made available in Moodle. Workshops also deliver insight into what is required in the group assessments.

4. Guest speaker(s) will extend student learning by discussion how concepts, theories and principles are applied and adapted in real-world business activity. Attendance should be considered compulsory for guest lectures. Senior executives give up their time and effort to provide case examples and to act as 'clients' for the benefit of student learning opportunities, hence synchronous attendance at these classes is expected. Scheduled guest speakers will be notified in advance on Moodle.

5. Moodle will be the principal source of expectations and requirements for assessments.


We will meet as a group to discuss concepts and engage in a more personal way with the course learning; to clarify questions that you have from your reading; to enable students to explore and practice applying important concepts, theories and principles; to provide a comfortable informal environment in which students can articulate their understanding of promotion, advertising and other marketing communications.

You will join a team for the group work assessments, and contribute towards the group's submission in the manner agreed with the other team members. All students must be a member of a team for the group submissions - individual submissions are not normally possible (or advisable as the workload is very high).

You will need to attend the In-Class Test on campus, in person. (Exceptions may be permitted subject to the Extensions or Alternative Assessment - Acceptable Reasons stated below e.g. students located overseas or who are unavoidably studying remotely).

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Required Readings

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Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2020). Advertising: An integrated marketing communication perspective (4th Australasian ed.). Sydney: McGraw-Hill. 9781760422417

eBook: 9781760422417
McGraw Hill Website:

Print copy: 9781760422400
Campus Books or
McGraw Hill Website:

Access to online copies available via the Library (limited access)

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Discuss the role of integrated marketing communications within marketing
    Linked to the following assessments:
  • Identify and explain key concepts, theories, and principles of integrated marketing tools and their implications for business
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  • Demonstrate how integrated marketing tools communicate with customers in the context of selected examples and using relevant theory and principles
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  • Apply key concept, theories, and principles of integrated marketing communications to consumer behaviour
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  • Create a plan for integrated marketing communications for a specific organisation (to be announced), drawing on relevant concepts, theory, and principles
    Linked to the following assessments:
  • Develop a Visual Content Concept in response to an IMC brief (extension of LO5 above)
    Linked to the following assessments:
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How you will be assessed

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Chapter Quizzes
  • Online: Submit through Moodle
2. Exploration
  • In Class: In Lecture
3. Workshop Contribution
  • In Class: In Workshop
4. IMC Plan (Group)
Sum of All
5. IMC Plan: Brief
17 Aug 2023
5:00 PM
  • Online: Submit through Moodle
6. IMC Plan: Complete
12 Oct 2023
5:00 PM
  • Online: Submit through Moodle
7. In-Class Test
2 Oct 2023
9:00 AM
  • In Class: In Test
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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