AMB299 Marketing Communication


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 Outline: Semester 2 2027, Gardens Point, Internal

Unit code:AMB299
Credit points:12
Pre-requisite:Completion of 96 credit points.
Equivalent:AMB202, AMB372, AMB320
Coordinators:Lisa Schuster | lisa.schuster@qut.edu.au
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of the teaching period.

Overview

Marketing Communications prepares you to design and deliver compelling communication strategies in rapidly evolving and increasingly digital landscapes. The unit equips you with both the conceptual understanding and practical skills needed to apply the strategic communication tools organisations use to engage audiences and build strong brands. You will explore the full marketing communications mix, including direct marketing, personal selling, public relations, sales promotion, and advertising, while examining how digital transformation has blurred traditional boundaries and reshaped practice. Through a digitally integrated approach to campaign planning, the unit highlights how contemporary organisations combine channels to create cohesive and effective communication strategies. You will also gain hands‑on experience in identifying, analysing, and evaluating data to generate evidence‑based insights that inform and strengthen strategic communication decisions.

Learning Outcomes

On successful completion of this unit you will be able to:

  1. Apply marketing communications theory to generate evidence-based and creative solutions to real-world communication problems. [KS1.1, HO 2.1]
  2. Effectively apply digital technologies to inform strategic communication decisions. [KS 1.2, HO 2.2]
  3. Communicate persuasively and professionally in a variety of formats. [PC 3.1, PC 3.2]
  4. Collaborate effectively, and reflect on your collaboration within a team, to present marketing communication strategy to stakeholders. [TS 4.1, TS 4.2]
  5. Identify and apply relevant ethical and legal frameworks to ensure responsible practice of marketing communications. [SE 5.1]

Content

This unit develops core capabilities in strategic marketing communication, including understanding the communication mix, integrated campaign planning, and the role of digital technologies in shaping contemporary practice. You will also learn to analyse and interpret data to generate evidence‑based insights, apply marketing communication theory to real‑world challenges, and apply ethical and legal frameworks to ensure responsible communication practice.

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 judgment 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

This unit mimics the dynamics of contemporary marketing communication agencies. Learning is strongly skills‑based, requiring you to apply and refine concepts through tailored activities that directly align with assessment tasks and reflect real‑world practice. Skills development is further supported by critical readings, industry resources, and the integration of current marketing communication data. The semester embeds active and peer-learning activities to build capability, enhance collaboration, and strengthen your ability to generate evidence-based insights.

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 that contribute to the development of your business capabilities. 

 

Unit Grading Scheme

7- point scale

Assessment Tasks

Assessment: Digital Insights Data

In this assessment, you will take on the role of a junior analyst for an organisation facing a communication challenge. Your task is to interpret and visualise data, and to develop evidence-based communication insights and strategic recommendations.

This assignment is eligible for the 48-hour late submission period and extensions are available.

The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.

Formative or Summative: Formative and Summative

Business Capabilities (AoL goals): KS (1.1), KS (1.2), HO (2.1), HO (2.2), PC (3.1)

Weight: 40
Length: 1,500 words
Individual/Group: Individual
Due (indicative): Week 6
Week 6
Related Unit learning outcomes: 1, 2, 3

Assessment: Marketing Communications Pitch and Viva Voce

You will respond to a supplied marketing communication brief by developing an integrated campaign proposal and deliver a pitch to key stakeholders. 

The assessment item consists of two parts: 

Part A - Group work component (30%) 

Your group will deliver an online pitch, with all members of the group presenting (30% group mark). All group members must have their cameras on for the duration of the pitch. 

The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in preparation for this pitch, but not in the actual online pitch assessment. See the relevant assessment details on the Unit Canvas site for specific guidelines.

This assessment item is based on teamwork and provides evidence of achievement of the associated Unit Learning Outcomes and Course Learning Outcomes. Individual submissions/presentations will not be accepted.

Part B - Individual component (30%)

After the pitch, all group members will individually undertake an online viva voce (20%). You must have your camera on for the duration of this part of the assessment. You will also individually submit a self and peer evaluation on teamwork (10%). 

This assessment item is a Verified Identity Assessment. Requirements are provided on the Unit Canvas site. 

The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment. 

Both Part A and Part B

This assessment item requires your attendance at your scheduled class.

The late submission period does not apply, and no assignment extensions are available. 

Formative or Summative: Summative

Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2), TS (4.1), TS (4.2), SE (5.1)

 

Weight: 60
Length: 15 minutes Group Pitch + 5 minutes Individual Viva Voce
Individual/Group: Individual and group
Due (indicative): Week 13
Related Unit learning outcomes: 1, 3, 4, 5

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

Resources for this unit may comprise contemporary journal articles, textbook material, industry podcasts, industry readings, and case studies. Details are provided on the unit Canvas site.

Risk Assessment Statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. 

Standards/Competencies

This unit is designed to support your development of the following standards\competencies.

QUT Business Capabilities (Undergraduate)

HO (2.1): Critical Analysis

Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce

HO (2.2): Independent Judgement and Decision-Making

Relates to: ULO2, Digital Insights Data

KS (1.1): Discipline Knowledge

Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce

KS (1.2): Technical and Technological Skills

Relates to: ULO2, Digital Insights Data

PC (3.1): Professional Communication (Written)

Relates to: ULO3, Digital Insights Data

PC (3.2): Professional Communication (Oral)

Relates to: ULO3, Marketing Communications Pitch and Viva Voce

SE (5.1): Ethical and Legal Understanding

Relates to: ULO5, Marketing Communications Pitch and Viva Voce

TS (4.1): Self-Reflection and Accountability

Relates to: ULO4, Marketing Communications Pitch and Viva Voce

TS (4.2): Teamwork Knowledge and Skills

Relates to: ULO4, Marketing Communications Pitch and Viva Voce

QUT Business Capabilities (Undergraduate) 2027

HO (2.1): Critical Analysis

Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce

HO (2.2): Independent Judgement and Decision-Making

Relates to: ULO2, Digital Insights Data

KS (1.1): Discipline Knowledge

Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce

KS (1.2): Technical and Technological Skills

Relates to: ULO2, Digital Insights Data

PC (3.1): Professional Communication (Written)

Relates to: ULO3, Digital Insights Data

PC (3.2): Professional Communication (Oral)

Relates to: ULO3, Marketing Communications Pitch and Viva Voce

SE (5.1): Ethical and Legal Understanding

Relates to: ULO5, Marketing Communications Pitch and Viva Voce

TS (4.1): Self-Reflection and Accountability

Relates to: ULO4, Marketing Communications Pitch and Viva Voce

TS (4.2): Teamwork Knowledge and Skills

Relates to: ULO4, Marketing Communications Pitch and Viva Voce

Course Learning Outcomes

This unit is designed to support your development of the following course/study area learning outcomes.

BA01 Bachelor of Arts

  1. Recognise, develop and apply disciplinary and interdisciplinary knowledge through critical and creative processes.
    Relates to: Digital Insights Data, Marketing Communications Pitch and Viva Voce
  2. Critically analyse, evaluate and synthesise information and evidence to inform decision-making, problem solving and argumentation.
    Relates to: Digital Insights Data
  3. Communicate to diverse audiences using a range of modes and technologies to share and disseminate knowledge, skills and ideas.
    Relates to: Digital Insights Data, Marketing Communications Pitch and Viva Voce
  4. Work productively as a reflective learner, team member and collaborator to achieve goals and to build personal and professional networks and develop entrepreneurial thinking in community and workplace contexts.
    Relates to: Marketing Communications Pitch and Viva Voce

BS05 Bachelor of Business

  1. Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
    Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce
  2. Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
    Relates to: ULO2, Digital Insights Data
  3. Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
    Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce
  4. 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, Digital Insights Data
  5. 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: ULO3, Digital Insights Data
  6. Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
    Relates to: ULO3, Marketing Communications Pitch and Viva Voce
  7. Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
    Relates to: ULO4, Marketing Communications Pitch and Viva Voce
  8. Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
    Relates to: ULO4, Marketing Communications Pitch and Viva Voce
  9. Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
    Relates to: ULO5, Marketing Communications Pitch and Viva Voce

BS06 Bachelor of Business

  1. Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
    Relates to: Digital Insights Data
  2. Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
    Relates to: Digital Insights Data
  3. Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
    Relates to: Digital Insights Data, Marketing Communications Pitch and Viva Voce
  4. Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
    Relates to: Digital Insights Data
  5. Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
    Relates to: Marketing Communications Pitch and Viva Voce
  6. Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
    Relates to: Marketing Communications Pitch and Viva Voce
  7. Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
    Relates to: Marketing Communications Pitch and Viva Voce

BS08 Bachelor of Business - International

  1. Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
    Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce
  2. Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
    Relates to: ULO2, Digital Insights Data
  3. Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
    Relates to: ULO1, Digital Insights Data, Marketing Communications Pitch and Viva Voce
  4. 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, Digital Insights Data
  5. 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: ULO3, Digital Insights Data
  6. Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
    Relates to: ULO3, Marketing Communications Pitch and Viva Voce
  7. Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
    Relates to: ULO4, Marketing Communications Pitch and Viva Voce
  8. Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
    Relates to: ULO4, Marketing Communications Pitch and Viva Voce
  9. Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
    Relates to: ULO5, Marketing Communications Pitch and Viva Voce

KC40 Bachelor of Communication

  1. Critically analyse complex forms of information to synthesise and produce clear and coherent content for diverse audiences.
    Relates to: Marketing Communications Pitch and Viva Voce
  2. Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
    Relates to: Digital Insights Data