MARKETNG 7025 - Integrated Marketing Communications (M)
North Terrace Campus - Trimester 1 - 2022
General Course Information
Course Code MARKETNG 7025 Course Integrated Marketing Communications (M) Coordinating Unit Adelaide 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, 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, business-to-business promotions, regulations and ethics.
Course Coordinator: Ms Kate Duryea
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesBy 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.
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)
Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
1, 2, 3
Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
2, 3, 5
Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
Requred text book: Chitty, Luck, Barker, Sassenberg, Shimp and Andrews (6th edition), 2021 Integrated Marketing Communications,
A discount code is available off the My Uni site.
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 ResourcesOver 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
Online LearningMyUni 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 ModesAs outlined in the course timetable, this course uses face-to-face sessions. As some students are enrolled offshore, sessions are recorded.
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 Public Relations and Interactive Marketing 10 Personal Selling and Relationship Marketing 11 IMC Evaluation and Measurement 12 Exam Revision and Preparation
Specific Course RequirementsAssumed knowledge is Marketng 7005, or Marketng 7104 and Marketng 7023.
To gain a pass for this course, a mark of at least 50% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
The quality of English expression is considered to be integral parts of assessment . For exams, English needs to be understood by the marker.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Task Task Type Due Weighting Learning Outcome Session Participation and Discussion
Note offshore students can send an answer in weekly to a question posed in the lecture session
10% CLO 1 and 5 Advertising Presentations
As there are both onshore and offshore students, the 'presentations' will be done as Power points with referenced script
Individual Week 5 10% CLO 1 2 4 Communications Audit Group Week 11 10% CLO 1 2 3 Campaign Briefing Report Group Week 12 20% CLO 1 2 3 Exam Individual Exam period 50% TOTAL 100%
Assessment DetailThe 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. For those students offshore, a question is posed each session and you have a deadline to respond to that in writing on the My Uni system. Again the quality of the answers and insight is part of the marks.
Advertising Presentation 10%
This is presented as a group but you are marked individually. As there are onshore and offshore enrollments, the 'presentation' will actually be a power point with a written script with references.
Communications Audit (group) 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) 20% 3500 words
Continuing from your Audit, you prepare an extensive brief to an Advertisign and Public Relations Agency. More details in class.
Three-hour exam. The format will be confirmed later.
SubmissionSubmission - via MyUni - Turnitin
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.
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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