MARKETNG 7025 - Integrated Marketing Communications (M)

North Terrace Campus - Trimester 1 - 2017

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: Associate Professor Steve Goodman












    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. 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
    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, Valos, Barker and Shimp (2015 – 4th Edition), Integrated Marketing Communications,

    CengageLearning, (ISBN 9780170254304).


    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 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 IMC – what, why how
    2 Persuasion and Segmentation
    3 Advertising and Management – Planning and Analysis
    4 Advertising Strategy and Implementation
    5 Broadcast Media
    6 Digital Marketing
    7 Print and Support Media
    8 Sales Promotion
    9 Marketing Public Relations and Sponsorship
    10 Direct & Interactive Marketing
    11 Personal Selling
    12 Measuring IMC
    Putting it into Practice
  • 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

    Assessment Due Date and Time Weighting Related Learning Outcome
    Workshop Participation & Discussion Throughout 10 %
    • Present a brief verbal presentation
    Advertisement Presentation & Discussion Throughout 10 %
    • Present a brief verbal presentation
    Assignment 1 (Group): Media Audit 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 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

    50 % • Demonstrate a comprehensive understanding of Marketing Communications theories and concepts

    Assessment Detail
    The assessment components are as follows

    • Participation and Discussion 10%
    WorkshopParticipation and Discussion

    Case studies and questions have been assigned to each workshop 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. In workshops 2-4 students will work on their presentation and be able to work with the tutor for guidance, questions and development.
    From workshop 4, the assigned students will give a 15 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, as a group will then discuss your presentation and give you feedback on their views of the ad/communication presented.

    • Assignment 1 10%

    Submit via MyUni – Assessments – AND Hard Copy to Hub
    A Media Audit
    Group work, word limit indication: 2500 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
    RADIO
    MAGAZINE
    NEWSPAPER WEB BASED
    PUBLIC RELATIONS
    SPONSORSHIP
    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 2 20%
    Submit via MyUni – Assessments & Hard Copy to Hub
    Marketing Communication Brief – Indicative word count – 3000-3500 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 3000 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.
    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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