MECM90035 Integrated Marketing Communications
The Complete Study & Assessment Guide · S2 2026MECM90035 Overview
- Faculty of Arts
- Semester 2, 2026
- graduate coursework
- 12.5 points
- a media and communications subject
MECM90035 Integrated Marketing Communications covers client-led IMC planning, brand meaning, campaign research, audience analysis, insight and creative strategy. It is taught within Faculty of Arts. It is graduate coursework. It carries 12.5 points.
- Research precedes tactics Client and audience uncertainty determine what evidence is needed before channel selection.
- Insight is explanatory A useful insight interprets a tension or barrier rather than repeating demographic data.
- Integration is strategic Touchpoints perform different roles while supporting one coherent proposition.
- Campaign spine Brief, research, insight, proposition and channel roles must form one traceable chain.
How MECM90035 is assessed
| Component | Weight | Format |
|---|---|---|
| Assignment 1: Research Essay based on the client brief | 30% | Individual, 1,500 words |
| Assignment 2: Pitch Part 1: Insights to Big Idea | 15% | Individual pitch and questions |
| Assignment 3: Pitch Part 2: The whole pitch | 25% | Group pitch and questions |
| Assignment 4: Reflective essay | 20% | Individual, 1,000 words |
| Participation: Classes quizzes | 10% | Three in-class quizzes |
| Attendance and individual-assignment condition · hurdle | hurdle | 80% tutorial attendance plus Weeks 1 and 12 lecture; pass at least one individual assignment |
The current page lists five weighted components even though its prose says four assessments; weights total 100%. Both statements are retained as a source conflict. To pass, attend at least 80% of tutorials and the Week 1 and Week 12 lectures, pass at least one individual assignment including the 30% research essay, and submit every assessment piece.
Current MECM90035 dates
| Date | Item | Control |
|---|---|---|
| 24 August 2026 | Assignment 1 | Research essay based on the client brief. |
Current-offering dates captured in the course materials. Confirm changes and exact submission settings in the live LMS.
What MECM90035 covers
Read Integrated Communication and Client Problems as the foundation, Campaign Research and Management as the main change in method, and From Insight to Big Idea as the final application of the course.
Integrated Communication and Client Problems
integrated marketing communication · client brief · campaign objective · translate a client brief into an integrated communication objective02Brand Meaning and Communication Consistency
brand identity · brand image · touchpoint · compare intended brand identity with audience image across touchpoints03Campaign Research and Management
situation analysis · research question · campaign management · design research that converts a client uncertainty into a manageable campaign decision04Audience Segmentation and Insight
segmentation · audience insight · persona · move from audience data to a strategic insight without stereotyping05From Insight to Big Idea
strategic proposition · big idea · creative route · turn research into a proposition and transferable big ideaIt is positioned as a media and communications subject.
Assessment follows a client campaign from individual research through staged pitches and reflection.
The current assessment page publishes five weighted components totalling 100%, while its introductory sentence calls them four assessments; this guide preserves that conflict and lists every row.
The operational assessment conditions matter here.
Use the current Subject Guide and official timetable for any examination operation.
What makes MECM90035 demanding is concrete: turning audience research into a specific insight and integrated campaign logic rather than a list of channels
Attend at least 80% of tutorials and the Week 1 and Week 12 lectures, pass at least one individual assignment including the 30% research essay, and submit every assessment piece.
For enrolment planning, Confirm current eligibility in the 2026 Handbook; the landed endpoint was blocked.
Read Integrated Communication and Client Problems as the foundation, Campaign Research and Management as the main change in method, and From Insight to Big Idea as the final application of the course.
Repair an unsupported audience insight
- 1Audit sample and question wording.
- 1Separate expressed attitude from observed behaviour.
- 1Investigate barriers and contexts.
- 1Write a testable campaign implication.
Key terms
- Integrated marketing communication
- Coordinated planning of brand communications around audience value and campaign objectives. This chapter uses the concept when students translate a client brief into an integrated communication objective.
- Client brief
- Authoritative statement of the client problem, constraints and desired outcomes. It helps explain the reasoning required to translate a client brief into an integrated communication objective.
- Campaign objective
- Specific change in awareness, attitude or behaviour that communication is intended to support. Its limit matters because a tactic cannot repair an undefined problem or unsupported objective.
- Brand identity
- The strategically intended meaning and associations expressed by an organisation. This chapter uses the concept when students compare intended brand identity with audience image across touchpoints.
- Brand image
- Audience-held perceptions shaped by experience and communication. It helps explain the reasoning required to compare intended brand identity with audience image across touchpoints.
- Touchpoint
- A point of interaction at which an audience encounters the brand or offering. Its limit matters because consistency is not identical repetition and audiences can resist intended meaning.
- Situation analysis
- Evidence-led account of the market, organisation, stakeholders and communication context. This chapter uses the concept when students design research that converts a client uncertainty into a manageable campaign decision.
- Research question
- Focused question that directs evidence collection toward a decision. It helps explain the reasoning required to design research that converts a client uncertainty into a manageable campaign decision.
- Campaign management
- Coordination of scope, roles, timing, dependencies and quality across the communication process. Its limit matters because available data may be convenient without being relevant, current or representative.
MECM90035 FAQ
Where is the hardest reasoning in Integrated Marketing Communications?
Turning audience research into a specific insight and integrated campaign logic rather than a list of channels. Client-led IMC planning, brand meaning, campaign research, audience analysis, insight and creative strategy.
How does assessment work in Integrated Marketing Communications?
Five weighted rows total 100%: a 30% research essay, 15% individual pitch, 25% group pitch, 20% reflection and 10% class quizzes. The page introductory count of four conflicts with its table.
Which pass conditions apply in Integrated Marketing Communications?
To pass, attend at least 80% of tutorials and the Week 1 and Week 12 lectures, pass at least one individual assignment including the 30% research essay, and submit every assessment piece. These conditions are additional to the weighted table.
Which teaching period does this Integrated Marketing Communications resource cover?
It is aligned to Semester 2, 2026; confirm your enrolled class and timetable in the current institutional system. Assignment 1: 24 August 2026. Client-led IMC planning, brand meaning, campaign research, audience analysis, insight and creative strategy.
Where should current dates for Integrated Marketing Communications be confirmed?
Assignment 1: 24 August 2026. Confirm any change and the exact submission setting in the live LMS. The published assessment components listed on this page. Client-led IMC planning, brand meaning, campaign research, audience analysis, insight and creative strategy.
What form does the final assessed task take in Integrated Marketing Communications?
The final weighted submission is the 20% individual reflective essay; the group whole-pitch task carries 25% earlier in the sequence. Confirm live dates and submission settings in Canvas.
How to prepare for the assessments
Retrieve the course map, practise the recurring method—read the client brief; build research and audience insight; formulate a strategic proposition and big idea; then integrate communication roles and evaluation—on changed scenarios, and verify every operational assessment detail in the live institutional system.
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