This course equips you with a comprehensive understanding of how brand and marketing objectives are achieved through integrated marketing communications (IMC) in a rapidly evolving media and technology landscape. You will examine the core components of marketing communications—advertising, digital and social media, public relations, and experiential engagement—while exploring how these are reshaped by the rise of adtech and martech platforms. Grounded in theories of communication, brand equity, buyer behaviour, and customer experience, the course emphasises data-driven, technology-enabled, and ethically responsible approaches to IMC. You will gain practical skills in planning, executing, and evaluating integrated campaigns that leverage automation, analytics, and consumer insights to deliver measurable outcomes in contemporary marketing environments.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

8. Integrated marketing communications

You will also work towards developing the following AMI professional competencies:

4. Brand

5. Digital

12. Content creation

21. Communications