This course emphasises a strategic planning perspective and provides a theoretical appreciation and practical understanding of the process of contemporary integrated marketing communications. A major focus of the course will be on communication techniques that lead to the establishment of strong brand equity.

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