Units / MKC3460
MKC3460 · Marketing communication in the digital age
2026 Handbook6 credit pointsLevel 3Department of Marketing
Last checked: 23 Aug 2026 UTCOverview
In an increasingly competitive market, effective marketing communication is vital for business growth. In this unit, you will learn about different marketing communication strategies and tools, with a particular focus on digital and social media communications. You will also learn how to evaluate the effectiveness of marketing communications and apply data-driven decision making in their marketing communication decisions. Overall, you will develop an integrated marketing communication plan to address business objectives.
Offerings
The Handbook publishes no offerings for this unit.
Assessment
The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Written | Written | 55% | — |
| 2 | 2 - Quiz / Test | Quiz / Test | 30% | — |
| 3 | 3 - Exercise | Exercise | 15% | — |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
prohibitions
Learning outcomes
- develop an understanding of various marketing communication strategies and tools
- demonstrate the strategic use of various marketing communication tools
- formulate relevant and creative strategies on marketing communication campaigns to better engage customers and stakeholders
- evaluate marketing communication strategies by analysing relevant data, and develop recommendations to maximise the effectiveness of marketing communications.
Workload
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
| Lectures | 12 hours |
Ask about MKC3460
Answered from the Handbook fields above — no AI, no guessing. Every answer links back to the source.
Community discussions about MKC3460
CommunityStudent experience, not official rules. Nothing here changes what the Handbook says.