AMB293 Integrated Channel Strategy
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB293 |
|---|---|
| Prerequisite(s): | 48 credit points of completed study |
| Antirequisite(s): | AMB224 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 2 2027, Gardens Point, Internal
| Unit code: | AMB293 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Anti-requisite: | AMB224 |
Overview
This unit prepares you to navigate the complexities of cross-channel communication and to develop cohesive, multi-platform strategy that drive organisational outcomes in a rapidly evolving media environment. This unit focuses on how to design and implement integrated channel strategy across a dynamic media landscape. It focuses on selecting and evaluating the most effective mix of paid, earned, shared, and owned media channels to deliver targeted messages that align with organisational goals and stakeholder needs.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate media channels—across paid, earned, shared, and owned platforms—to support organisational objectives and stakeholder needs. [KS 1.1; HO 2.1]
- Use research to generate actionable insights for integrated channel strategy. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Provide ethical recommendations for integrated channel strategy. [SE 5.1]Relates to: UG Business Capabilities 2027: SE (5.1)
- Apply strategic thinking to develop integrated traditional and digital channel strategy that responds to real-world briefs and reflects current industry practices. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Communicate the role of integrated channel strategy, and the relative utility of paid, earned, shared and owned media, to meet organisational objectives. [PC 3.1]Relates to: UG Business Capabilities 2027: PC (3.1)
Content
This unit begins by introducing you to the dynamic media landscape, encompassing both digital platforms and traditional channels. It highlights how the channels through which a message is communicated can be as important as the message itself. Subsequently, the unit builds on this foundation by guiding you through the development of strategy across paid, earned, shared, and owned media. It incorporates a focus throughout on evidence-based and ethical approaches to selecting channels through which to effectively communicate and engage with an organisation’s stakeholders.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Channel audit
In response to a brief, you are to research and prepare a channel audit. You will research and demonstrate understanding of the importance of integration and strategic consistency by analysing the paid, earned, shared, and owned media channels of an organisation using theory and other types of evidence. Based on your analysis, you generate insights for integrated channel strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Channel strategy
Drawing on your analysis from the channel audit, you will apply your knowledge of paid, earned, shared, and owned media channels to develop an integrated channel strategy that reflects current industry practice and considers relevant ethical frameworks. You will design a measurement strategy to ensure your strategy meets organisational objectives.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.2), SE (5.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
All unit learning resources are located on the unit Canvas site.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Channel audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO4, Channel audit , Channel strategy
KS (1.1): Discipline Knowledge
Relates to: ULO1, Channel audit
PC (3.1): Professional Communication (Written)
Relates to: ULO5, Channel audit , Channel strategy
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Channel strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, Channel audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Channel audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, ULO4, Channel audit , Channel strategy - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Channel audit , Channel strategy - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Channel strategy
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, Channel audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Channel audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, ULO4, Channel audit , Channel strategy - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Channel audit , Channel strategy - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Channel strategy
Unit Outline: Semester 2 2027, Online
| Unit code: | AMB293 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Anti-requisite: | AMB224 |
Overview
This unit prepares you to navigate the complexities of cross-channel communication and to develop cohesive, multi-platform strategy that drive organisational outcomes in a rapidly evolving media environment. This unit focuses on how to design and implement integrated channel strategy across a dynamic media landscape. It focuses on selecting and evaluating the most effective mix of paid, earned, shared, and owned media channels to deliver targeted messages that align with organisational goals and stakeholder needs.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate media channels—across paid, earned, shared, and owned platforms—to support organisational objectives and stakeholder needs. [KS 1.1; HO 2.1]
- Use research to generate actionable insights for integrated channel strategy. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Provide ethical recommendations for integrated channel strategy. [SE 5.1]Relates to: UG Business Capabilities 2027: SE (5.1)
- Apply strategic thinking to develop integrated traditional and digital channel strategy that responds to real-world briefs and reflects current industry practices. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Communicate the role of integrated channel strategy, and the relative utility of paid, earned, shared and owned media, to meet organisational objectives. [PC 3.1]Relates to: UG Business Capabilities 2027: PC (3.1)
Content
This unit begins by introducing you to the dynamic media landscape, encompassing both digital platforms and traditional channels. It highlights how the channels through which a message is communicated can be as important as the message itself. Subsequently, the unit builds on this foundation by guiding you through the development of strategy across paid, earned, shared, and owned media. It incorporates a focus throughout on evidence-based and ethical approaches to selecting channels through which to effectively communicate and engage with an organisation’s stakeholders.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Channel audit
In response to a brief, you are to research and prepare a channel audit. You will research and demonstrate understanding of the importance of integration and strategic consistency by analysing the paid, earned, shared, and owned media channels of an organisation using theory and other types of evidence. Based on your analysis, you generate insights for integrated channel strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Channel strategy
Drawing on your analysis from the channel audit, you will apply your knowledge of paid, earned, shared, and owned media channels to develop an integrated channel strategy that reflects current industry practice and considers relevant ethical frameworks. You will design a measurement strategy to ensure your strategy meets organisational objectives.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.2), SE (5.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
All unit learning resources are located on the unit Canvas site.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Channel audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO4, Channel audit , Channel strategy
KS (1.1): Discipline Knowledge
Relates to: ULO1, Channel audit
PC (3.1): Professional Communication (Written)
Relates to: ULO5, Channel audit , Channel strategy
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Channel strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, Channel audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Channel audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, ULO4, Channel audit , Channel strategy - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Channel audit , Channel strategy - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Channel strategy
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, Channel audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Channel audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, ULO4, Channel audit , Channel strategy - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Channel audit , Channel strategy - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Channel strategy