MARKETNG 7025 - Integrated Marketing Communications (M)

North Terrace Campus - Trimester 1 - 2019

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 Trimester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Assumed Knowledge MARKETNG 7005 OR MARKETNG 7104 & 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: Ms Kate Duryea

    Lecturer in Charge: Catherine (Kate) Duryea
    catherine.duryea@adelaide.edu.au 
    Room: Nexus 10.19 







    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course students should be able to:

    1. Apply marketing communication theories and concepts to understand the business environment for a company and understand marketing communication objectives
    2. Undertake analysis to develop appropriate marketing communication objectives and for a specified target market considering a range of media and methods available to marketers
    3. Identify, analyse and evaluate data, information based on evidence to develop a relevant marketing communications brief and audit
    4. Present a brief verbal presentation to class showing insight and analysis 
    5. Show analysis in case study and discussion work for participation mark which indicates crticial thinking. Activities may cover campaigns which consider ethical implications or may cover campaigns in other countries. 



    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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2, 4
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    3, 4
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    3, 4
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1-6
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • Able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    1-6
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    3,4, 5
  • Learning Resources
    Required Resources


    Requred text book: Chitty, Luck, Barker, Sassenberg, Shimp and Andrews (2018 – 5th Edition), Integrated Marketing Communications,

    CengageLearning, (ISBN 9780170386517).


    Other books referred to in the course are:

     Belch, Belch, Kerr and Powell, (2015) 3rd 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)


    Recommended Resources
    Over the next 2 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
    • Assignment Submission
    • Class-sourcing - discussion and thoughts
  • Learning & Teaching Activities
    Learning & Teaching Modes
    As outlined in the course timetable, this course uses face-to-face lectures with discussions and workshop, online video and learning content,

    The timetable will be discussed in depth in the first lecture.
    Workload

    No information currently available.

    Learning Activities Summary
    Session Date Topic
    1 Introduction to course
    Integrated Marketing Communications - an overview
    2 Persuasion and Segmentation
    3 Advertising and Media Planning and Analysis
    Legal and ethical discussion 
    4 Advertising Strategy and Implementation
    5 Broadcast Media
    6 Print and Support Media 
    7 Digital and social media marketing 
    8 Sales Promotion and Direct Marketing 
    9 Marketing Public Relations and Sponsorship 
    10 Personal Selling and Relationship Marketing 
    11 IMC Evaluation and Measurement
    12 Exam Revision and Exam Preparation
  • 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
    Assessment Brief

    Session Participation and Discussion - Individual work. 10% 


    Advertising Presentations (Trio) - marked Individual work 10% 


    Communications Audit (Group) - 10% 


    Campaign Briefing Report (Group) - 20% 


    Exam (Individual) Closed book - 50% 
    Assessment Detail
    The assessment components are as follows

    Session Participation 10% Ongoing through trimester 
    During each session students have the opportunity to discuss case studies, make comments and add to the learning environment. You do not receive marks just for turning up - you must listen attentively, make contributions and also show insights in your participation. 

    Advertising Presentation (in a trio) 10%  Presentation up to 15 minutes
    This is presented as a trio but you are marked individually. 
    Power point presentation no more than 10 slides excluding reference list up to 15 minutes. More details in class. 

    Communications Audit (group up to four) 10%  2500 words 
    You select a company that has been heavily promoted across a range of media. While it may be a global, national or regional campaign, focus on what is shown, viewed or accessible for Australian consumers. More details in class. 

    Campaign Briefing Report (same group of four) 20%  3500 words 
    Continuing from your Audit, you prepare an extensive brief to an Advertisign and Public Relations Agency. More details in class. 

    Exam 50% 
    Three-hour exam. The format will be confirmed later. This is a closed book exam. No material, dictionaries or calculators are permitted. 
    Submission
    Submission - via MyUni - Turnitin

    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.

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    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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