MKTG3112 Marketing Communications
The Complete Study & Assessment Guide · S2 2026MKTG3112 Overview
- University of Sydney
- Semester 2 2026
- Level 3
- Coursework assessment
MKTG3112 Marketing Communications examines how organisations coordinate messages, stories, channels and customer touchpoints to influence awareness, interpretation and action.
- Assessment route Individual campaign evaluation, a group IMC plan and pitch, participation, research contribution and a final individual written task.
- Core method Connect audience evidence to an objective, proposition, creative decision, channel role and evaluation measure.
- Submission focus Make every recommendation traceable, testable and consistent across the plan.
How MKTG3112 is assessed
| Component | Weight | Format |
|---|---|---|
| First Individual Assignment Written task | 20% | Written campaign evaluation in Week 4 |
| Group Presentation: IMC Plan In-class group presentation | 15% | In-class group presentation in Week 11 |
| Group Written Report: IMC Plan Written task | 20% | Group written report in Week 12 |
| Business Research Component (BRC) See notes in the Canvas site for BRC | 2% | Research contribution in Week 12 |
| Final Individual Assignment Written Task | 30% | Individual written task in Week 13 |
| Participation and Engagement Participation and engagement. This will include quizzes, presentation of activities from the tutorials and engagement in debates and discussions | 13% | Weekly contribution |
What MKTG3112 covers
MKTG3112 develops an integrated campaign from message strategy and audience decisions through communication processes, objectives, creative development and media planning. The current assessment is coursework based, including individual writing, a group IMC plan and pitch, participation and a final individual written task.
IMC Foundations and Message Strategy
Integrated communication, campaign propositions and channel coordination02Audience Insight and Consumer Decisions
Decision stages, audience tensions and evidence based segmentation03Communication Process and Persuasion
Encoding, decoding, noise, feedback and persuasion depth04Campaign Objectives, Agencies and Budgets
Measurable objectives, specialist roles and objective and task budgeting05Creative Briefs, Appeals and Execution
Divergence, relevance, strategic briefs and channel specific tactics06Media Planning, Reach and Scheduling
Reach, frequency, channel context and campaign timingThe supported teaching blocks move from Integrated Marketing Communications and audience decision making through the communication process, campaign objectives and budgets, creative briefs and media strategy. The guide treats each topic as part of one decision chain.
You first diagnose a communication problem and audience tension, then define a response, build a proposition, select proof and appeal, assign channel roles and decide how to evaluate movement. Original cases model the reasoning without reproducing the unit's assessment prompts. The current official outline lists six coursework components that total 100 percent and does not list a final examination.
Because the group IMC plan is expressed through both a written report and a client style presentation, consistent logic across analysis, creative work, media choices and evaluation is central. Use current Canvas task instructions for operational requirements and permitted AI use. The published assessment structure rewards cumulative campaign reasoning.
The first individual task develops critical evaluation, the group work turns analysis into a client ready plan and pitch, and the final individual task asks for renewed judgement. Keep a decision log that records the evidence, alternative considered, recommendation and measure for each major choice. This makes inconsistencies visible before submission and helps the group distinguish a strategic rationale from a preference.
Diagnose an integrated campaign before recommending more media
- +1Define the communication problem as uncertainty about time, coverage and value, not simply low exposure. The marks shown here are not an official university assessment scheme.
- +1Identify renters who already consider replacement and need credible, low friction repair information.
- +2Use search to answer active questions, social stories to make the benefit vivid and the booking page to repeat proof.
- +2Measure qualified enquiries and completed bookings, then inspect the hand off before buying more reach.
Key terms
- Integrated marketing communications
- Coordinated communication activities that preserve a consistent strategic meaning across different audience touchpoints.
- Audience insight
- An evidence based explanation of a tension, motive or barrier that can guide a communication decision.
- Communication objective
- A defined change in audience awareness, understanding, preference or action that the campaign can plausibly influence.
- Creative brief
- A focused document connecting the communication problem, audience insight, proposition, proof, tone and delivery requirements.
- Divergence
- The originality or unexpectedness that helps creative work attract attention in a cluttered environment.
- Relevance
- The connection between a creative idea and the audience, brand, communication objective and decision context.
- Reach
- The number or proportion of a target audience exposed to a message at least once.
- Frequency
- The average number of message exposures among the audience reached during a defined period.
MKTG3112 FAQ
How is the unit assessed?
The Semester 2 2026 official outline lists six coursework components: individual writing, a group presentation, a group written report, a research contribution, weekly participation and a final individual written task. The numeric weights total 100 percent.
What makes an IMC plan integrated?
An integrated plan gives each channel a distinct job while preserving one audience, objective and strategic proposition. Visual similarity is not enough if later touchpoints contradict the original promise or fail to enable action.
How should I develop an audience insight?
Start with evidence about a decision context, motivation and barrier. Explain the tension that sustains current behaviour, then show how communication could address it without turning a demographic or generational label into a stereotype.
What belongs in a creative brief?
A useful brief identifies the communication problem, primary audience, insight, objective, proposition, reasons to believe, tone, required deliverables, channel conditions, timing and budget. It prioritises decisions instead of collecting every available fact.
How do reach and frequency differ?
Reach describes how many target people encounter the message at least once. Frequency describes how often the reached audience encounters it. The preferred balance depends on the objective, familiarity, complexity, timing and available resources.
Can I use AI in assessment work?
The current official outline marks the assessment rows as AI allowed, but the task instructions define operational use. Follow the current Canvas brief, keep an evidence trail, verify claims and disclose prompts or assistance whenever required.
How to prepare for the assessments
Carry one fictional campaign through all six chapters. Begin with its communication problem and audience tension, then build the objective, proposition, communication path, creative brief and media schedule. After each recommendation, write the evidence that supports it and the result that would make you revise it.
This creates a reusable decision log for the individual campaign evaluation, the group IMC plan and pitch, and the final individual written task. Practise explaining channel roles with verbs such as introduce, clarify, demonstrate, reassure and enable. Before submission, trace every claim and numeral, test the hand offs between touchpoints and confirm current task instructions on Canvas.
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