MARKETNG 7025 - Integrated Marketing Communications (M)

North Terrace Campus - Semester 1 - 2014

The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. Topics: the role of integrated marketing communications, organising for advertising and promotion, consumer behaviour perspective, the communication process, promotional objectives and budgets, creative strategy, media planning and strategy, broadcast/print & support media, direct marketing, sales promotions, PR and publicity, personal selling, international promotion, business-to-business promotions, and regulations and ethics.

  • General Course Information
    Course Details
    Course Code MARKETNG 7025
    Course Integrated Marketing Communications (M)
    Coordinating Unit Business School
    Term Semester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Assumed Knowledge MARKETNG 7005 & MARKETNG 7023
    Course Description The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. Topics: the role of integrated marketing communications, organising for advertising and promotion, consumer behaviour perspective, the communication process, promotional objectives and budgets, creative strategy, media planning and strategy, broadcast/print & support media, direct marketing, sales promotions, PR and publicity, personal selling, international promotion, business-to-business promotions, and regulations and ethics.
    Course Staff

    Course Coordinator: Associate Professor Steve Goodman

    Dr Steve Goodman
    Location: Room 10.09 Nexus 10 Building
    Telephone: 8303 7044
    email: steve.goodman@adelaide.edu.au
    Course Website: www.myuni.adelaide.edu.au

    Consultation Time: Wednesday 10-12
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Lectures: Wednesday 2-4pm

    HUGHES 309 – Hughes Lecture Theatre

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course students should be able to:
    1. Quickly understand a company and its marketing communications activities
    2. Present a brief verbal presentation (tutorial discussion)
    3. Thoroughly describe a range of media and methods available to marketers
    4. Develop a clearly thought out Communications Audit
    5. Clearly argue a point of view regarding marketing communications
    6. Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
    7. Show that you’re thinking like a marketer
    8. Prepare a Marketing Communication Brief for creative
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 3, 4, 7
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 5, 6, 8
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1, 2, 8
  • Learning Resources
    Required Resources
    Chitty, Barker, Valos and Shimp (2012 – 3rd Edition), Integrated Marketing Communications,
    CengageLearning, 9780170191548

    Other books referred to in the course are:

    Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney

    Duncan, T. IMC, using advertising and promotion to build brands, International Edition, Irwin McGraw-Hill. Australia, Sydney (2003)

    Rix, Buss & Herford. Selling, a consultative approach, 2nd Edition, Irwin McGraw-Hill. Australia, Sydney. (2001)

    Wells, Burnett & Moriarty. Advertising principles and practices, 6th Edition, Prentice Hall. Australia, Melbourne. (2003)
    Recommended Resources
    Over the next 4 months you will be surrounded by Marketing Communications – some of the best resources for learning and thinking you have will be in the way you pay attention to the marketing communication that is around you. Think about what you see on TV, the web, read in papers and hear on the radio. Relate it to what you are talking about in tutorials and lectures and you’ll enhance your learning. In addition, more formal resources can be found in the way of -

    Journal of Advertising Research
    Journal of Marketing
    Journal of Marketing Research
    www.oztam.com.au
    www.bandt.com.au
    www.roymorgan.com
    www.acnielsen.com
    www.adma.com
    www.afa.org.au
    www.abs.gov.au
    www.iabaustralia.com.au
    www.oaaa.com.au
    Online Learning
    MyUni will be used in this course for
    • Lecture Slides available as PDFs
    • AV Recording of the Lecture Sessions
  • Learning & Teaching Activities
    Learning & Teaching Modes
    Students are expected to have read the appropriate chapter(s) from the text before each lecture, the lecture will expand on the key points and provide examples. Workshop within Lecture Time are used to discuss cases and theory application to enhance the learning development.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

    Students in this course are expected to attend all lectures throughout the semester each week as scheduled. Please refer to Access Adelaide for your timetable and enrolment details:
    http://www.adelaide.edu.au/access

    “Essential Information for Students” document contains crucial dates and information

    www.adelaide.edu.au/professions/hub/ug/generic_course_information2011.pdf
    Learning Activities Summary
    Week Topic Text Chapter Reading on MyUni Workshop
    1 IMC – what, why how 1 and 2 Shultz, D and Patti, C (2009), ‘The evolution of IMC:IMC in a Customer-driven marketplace’, Journal of Marketing Communications, 15(2-3) Ch 1 Q 5 & 6
    2 Persuasion and Segmentation  3 and 4 Botsman, R, ‘Ads that see you’, AFRBoss, Feb 2012 No tutorials
    3 Advertising and Management – Planning and Analysis 5 and 10 Mulhern, F, (2009), ‘Integrated Marketing communications: from media channels to digital connectivity’, Journal of Marketing Communications, 15(2-3) Presentations & Ch5 Q 5 & 6 Ch 10 Q2
    4 Advertising Strategy and Implementation 6 Presentations & Case Study P164-165 Q 1, 3 & 4
    5 Broadcast Media 7 Kennedy, J, ‘No Escape’, BANDT, March 16 2012 Presentations
    Ch 7 Q 1 & 5
    6 Digital Media 9 Presentations
    Mid-Semester Break
    7 Print and Support Media 8 Addington, T, ‘Opening Up’, BANDT March 16 2012 Presentations & Case Study P 274-277 Q 1,2 & 3
    8 Sales Promotion 12 Presentations & Case Study P406-407 Q 1,2 & 3
    9 Marketing Public Relations and Sponsorship 13 Sachs, M, ‘Should PR be part of Marketing’, Market Leader, Q1, 2012 Presentations & Ch 13 Q1, 6 & 8
    10 Direct & Interactive Marketing 11 Presentations & Ch 11 Q 3, 4 & 5
    11 Personal Selling 14 Presentations &
    Ch 14 Q 1 , 2
    12 Measuring IMC
    Putting it into Practice
    15 Presentations &
    Ch 15 Q 8


  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    The University’s policy on Assessment for Coursework Programs is based on the following five principles: 1) assessment must encourage and reinforce learning; 2) assessment must measure achievement of the stated learning objectives; 3) assessment must enable robust and fair judgements about student performance; 4) assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned; and 5) assessment must maintain academic standards (see: http://www.adelaide.edu.au/policies/700/ )

    Assessment Due Date and Time Weighting Related Learning Outcome
    Workshop Participation & Discussion Throughout 10%
    • Show that you’re thinking like a marketer
    • Present a brief verbal presentation
    Advertisement Presentation & Discussion Throughout  10%
    • Show that you’re thinking like a marketer
    • Present a brief verbal presentation
     Assignment 1 (Group): Media Audit 4pm Mon 1 April Electronic- MyUni 10%
    • Quickly understand a company and its marketing communications activities
    • Thoroughly describe a range of media and methods available to marketers
    Assignment 2 (Group): Marketing Communication Brief 4pm Monday 3 June Electronic – MyUni 20%
    • Clearly argue a point of view regarding Marketing Communications
    • Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
    Final Exam
    3 hours
    Closed book
    No Dictionaries
    Calculator Allowed
    50%
    • Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
    • Show that you’re thinking like a marketer
    Assessment Detail
    The assessment components are as follows:

    Workshop Participation and Discussion    10%

        Workshop Participation and Discussion
    Case studies and questions have been assigned to each tutorial to develop the learning from previous sessions. You are expected to be able to take part in the discussion and contribute to the group learning. This is not a mark for attendance – it is for participation and discussion. Tutors will nominate students to make brief opening remarks in relation to each question.

    Advertisement Presentation and Discussion    10%

        In Workshop
    In the first workshop, the Lecturer will assign students to a week. At the commencement of each workshop the assigned students will give a 10 minute (MAX) presentation on an advertisement/communication campaign they have observed. You will need to detail your thoughts on
        - Target Market/Objective
        - Media used
        - Strengths and Weaknesses of the ad/campaign
            - message used, media used, overall
        - How well you think the objective was achieved
    The class will then discuss your presentation and give you feedback on their views of the ad/communication presented.

    Assignment 1    10%
    Due Date: 4pm on Monday 31st March
    Submit via MyUni – Assessments

        A Media Audit
        Group work, word limit indication: 1500 words

    This should be a fun learning exercise. I want you to pick a company or product that has been advertised very heavily here in Adelaide, across a range of media.

    First, give me some background on your company / product. What it is, the customer need it fulfils, and a description of the customers it serves. Then tell me about three of the media they are using, in broad terms these may be one of:

    TELEVISION WEB BASED
    RADIO PUBLIC RELATIONS
    MAGAZINE SPONSORSHIP
    NEWSPAPER  Any number of others

    Be careful not to ignore the MINOR types of media. For some companies the small media is VERY, VERY important. Think of Clipsal or Red Bull with sponsorship or Carlton United with viral, or even Coke with sales promotion (those huge supermarket ends).
    For each of the three media you choose, do a quick discussion of the strengths and weaknesses of the media, critically present the ads (youtube URLS, other URLs, screen shots, photos, verbatim descriptions of radio ads etc) and then tell me what they achieved.
    Write a conclusion of some sort that lets me know your paper has finished, and add your reference list.

    Assignment Grading Criteria Maximum Points
    Description of the product/brand and the need fulfilled 10
    Description of what has been attempted 20
    Description of target customers 25
    Description of individual media, its strengths and weaknesses related to the task attempted 35
    Quality of writing and written expression 10
    Total 100

    Assignment 2    20%
    Due Date: 4pm on Monday 1 June –submit via MyUni

    Marketing Communication Brief – Indicative word count – 2000 -2500 words

    Group – Same as for Marketing Audit

    One of the keys to getting good creative – that achieves marketing results – is having a good brief from marketing to creative. So often I’ve had creative tell me that they didn’t get a brief, or that it was written down while it was being asked for or that it was as simple as ‘this is the product, we want a radio (TV/Magazine/Web) ad.

    So often I’ve seen marketers unhappy with what comes back from creative – only to find out that they hadn’t in fact provided a brief, or that it wasn’t particularly thorough.

    At this point in the learning of this course, building on the learning you developed in the Media Audit and what we have covered in the Sessions so far it is your opportunity to prepare your first brief – and know it is for learning and marks, rather than having half a million in development work go into it :).

    You can use the brand/product/service that you investigated in the media Audit if you want – in some cases this will help deeper learning, especially if you thought it was poorly executed or wide of the mark.

    In this assignment, you will draw on the theory and learning and see to what extent you need to draw on your marketing skills to guide (not smother) creative output.

    In 1500-2000 Words you need to prepare a Creative Brief as if you are the brand manager/marketing manager and you are employing an ad agency.

    Page 136 of the text provides a good framework for what is needed in a Creative Brief. If you wish to use a different format that suits your approach –you are welcome to. In fact it is a good idea to scour around the web and see the different approaches, evaluate them from what you have learned, pros and cons and develop the approach you believe will best meet your objectives.

    Try (amongst many sites) adcracker.com, slideshare (many communicators, marketers and creatives contribute here – such as ‘true digital’)

    http://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1603, and a host of others.

    Assignment Grading Criteria Maximum Points
    Clarity of direction provided to creative 30
    Match between strategy, objectives and direction 30
    Depth of thinking and guidance involved in the brief 30
    Quality of writing and written expression 10
    Total 100

    Final Exam    50 %
    There will be a 3 hour exam in the June Examination period
    Submission
    Assignment 1 & 2 are to be submitted using MyUni. You will find this on the assignments tab of the Course WebPage.

    Retain a copy of each submission

    Assignment Guidelines including Referencing Details
    A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/current/mba/download/2009MBACommSkillsGuide.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc.
    In preparing any written piece of assessment for your postgraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. (Further information on plagiarism is provided later in this course outline.)
    The Harvard system is widely used in the Business School. Guidelines for the use of this style of referencing can be found in the Communication Skills Guide.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.


    Return of Assignments
    Lecturer’s aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from either their tutorials or lectures. If assignments aren’t collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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  • Policies & Guidelines
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