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58312 Integrated Communication

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2015 is available in the Archives.

UTS: Communication: Public Communication
Credit points: 8 cp
Result type: Grade, no marks

Requisite(s): 58214 Media Writing and Production OR 58229 Brand Advertising Strategies OR 58230 Professional Advertising Practice OR 58231 Organisational Communication
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.


Students respond to a client brief to develop a communication strategy and produce a major piece of work. Projects can be tailored to students' particular fields of interest in advertising or public relations or one of their specific sub-disciplines such as social marketing, internal communication, community relations or media relations, or integrated campaigns. The industry collaboration gives students experience in working with clients and producing a major piece of communication.

Subject objectives

a. Analyse a situation and develop a communication strategy
b. Integrate campaign elements in response to a client brief
c. Explain the relationship between concepts and campaign executions
d. Work supportively and professionally as a team
e. Evaluate their own performance and that of their group

Teaching and learning strategies

There will be weekly one-hour lectures, followed by two-hour tutorials involving a range of lectures and practical class activities designed to enhance students’ understanding of topic content. These sessions may include guests from industry, case studies, analysis of communication practices, creative exercises in campaign idea generation, team work-in-progress consultations and in-class presentations. These activities will be supplemented by a discussion board on UTSOnline.


Communication practices in sectors of the economy
Review of concepts and conceptual frameworks for strategic campaign planning, research and analysis for advertising and public relations practices
Integrated communication theory and practice: communication media and tools, including one-to-one, two-way, interactive, trans- and engagement media
Contemporary issues and challenges for practice
Global and international integrated communication
Working effectively as a team. Persuasive presentation skills


Assessment task 1: Strategy Report



Weight: 40%

3,000 words

  • Relevance of communication theories
  • Depth of analysis
  • Clarity of the stated problem
  • Validity of strategic recommendations
  • Degree of creativity employed
  • Report layout to a professional standard
  • Breadth of referencing

Assessment task 2: Production of an Element of the Integrated Campaign


b and c

Weight: 30%
  • Relevance of the strategy for the audience(s)/public(s)
  • Technical proficiency
  • Degree of creativity
  • Effectiveness of campaign integration
  • Clarity of explanation of relationship between concepts and execution
  • Breadth of referencing

Assessment task 3: Presentation of an Integrated Campaign


a, b, c and d

Weight: 20%

15 minutes timed

  • Clarity of the stated problem
  • Relevance of the strategy for the audience(s)/public(s)
  • Effectiveness of campaign integration
  • Clarity of explanation of relationship between concepts and execution
  • Persuasiveness of the presentation
  • Originality or strength of idea
  • Collaboration of the team
  • Quality of individual contribution to the presentation

Assessment task 4: Statement of Reflections



Weight: 10%

800 - 1,000 words

  • Insights on personal learning
  • Clarity and depth of reflection
  • Relevance of strategies recommended for future practice
  • Breadth of referencing

Minimum requirements

Attendance is important in this subject because it is based on a collaborative approach which involves essential workshops and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend. Students who fail to attend 85% of classes will be refused to have their final assessment item assessed (see Rule 3.8).

Part of the requirement for this subject is that the community organisation can use in any way the results of the group project as part of the students donation to the community. In return the community organisation agrees to credit the students in work that is published, and UTS retains the right to publish any student work for promotional and education purposes.

Required texts

Required readings will be available under Subject Resources at UTS Library (Hyperlink)


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Archer, C. 2008, Integrated marketing communication: The barriers to integration. Paper presented to Australian and New Zealand Marketing Academy (ANZMAC) conference, 1-3 December, viewed 10 September 2010, <>

Arens, W.F. 2008, Contemporary Advertising, McGraw Hill, NY.

Assadourian, E. (ed.) 2010, State of the World: Transforming Cultures From Consumerism to Sustainability. The Worldwatch Institute, W.W. Norton & Company, New York.

Belch, G., Belch, M.,Kerr, G. & Powell, I. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw Hill.

Belz, F.-M., and Peattie, K. 2009, Sustainability Marketing, John Wiley & Sons, Chichester, UK.

Barry, P. 2008, Think Now, Design Later. A complete guide to creative ideas, strategies and campaigns, Thames & Hudson, NY.

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Bruhn, Jensen, Klaus 2010, Media Convergence: The Three Degrees of Network, Mass and Interpersonal Communications, Routledge, New York.

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