MARKETNG 7025 - Digital Media and marketing Communications
North Terrace Campus - Trimester 3 - 2024
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General Course Information
Course Details
Course Code MARKETNG 7025 Course Digital Media and marketing Communications Coordinating Unit Marketing Term Trimester 3 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 and MARKETNG 7023 Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture Course Staff
Course Coordinator: Amelie Burgess
Course Timetable
The full timetable of all activities for this course can be accessed from Course Planner.
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Learning Outcomes
Course Learning Outcomes
By the end of this course students should be able to:
1 Explicate and cross-examine the differing stakeholders within the marketing communications landscape, appraising a range of media and methods available to marketers to meet complex and conflicting stakeholder desires 2 Apply relevant theories to analyse contemporary digital media and marketing communication campaigns 3 Analyse and contextualise the role of digital media and marketing communications in a professional and ethical context. 4 Evaluate and adapt relevant marketing communications theories to compose an Integrated Marketing Communications plan that fulfils insightful objectives for a contemporary brand
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 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.
4, 3 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.
3, 4 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 6: Australian Aboriginal and Torres Strait Islander cultural competency
Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.
. Attribute 7: Digital capabilities
Graduates are well prepared for living, learning and working in a digital society.
2, 3 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.
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Learning Resources
Required Resources
Textbook details are available on MyUni, along with supplementary resources that can assist in supporting your learning.
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.auOnline 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
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Learning & Teaching Activities
Learning & Teaching Modes
Students are expected to complete relevant activities and readings before the seminar; the seminar will expand on the key points and provide examples. Seminars 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 in Adelaide are expected to attend all lectures throughout the semester each week as scheduled. Please refer to Access Adelaide for your timetable and enrolment details. With COVID 19 some students will be offshore so they can listen to the lecture. There will be participation questions for offshore students to do each week.
http://www.adelaide.edu.au/access
“Essential Information for Students” document contains crucial dates and information
Learning Activities Summary
1 An Introduction to Marketing Communications
2 Understanding Target Markets: Consumer Behaviour and Segmentation in advertising
3 Developing Creative Strategies and Content Development
4 Conducting Media planning and analysis
5 Media Channels Part 1: Broadcast Media
6 Media Channels Part 2: Supplementary Media
7 Media Channels part 3: Digital Marketing Evolution and Strategies*
8 Media Channels Part 4: Social Media Strategies and Tools
9 Crafting Edge: Contemporary Considerations for Marketing Communications
10 Defining the Results: Implementation and evaluation
11 Course Review
12 Presentations in Class and Exam Q&ASpecific Course Requirements
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.
All assignments are to be lodged by the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late. Late submissions are not accepted after 5 days of the due date has lapsed.
Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on medical or compassionate grounds must include a professional report and evidence found in the Replacement Assessment application available at: http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf
Students applying for an extension based on medical reasons must visit their medical practitioner, with the approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For replacement examination due to extenuating circumstances refer to: http://www.adelaide.edu.au/student/exams/pdfs/maca_extenuating_circs_applic.pdf
Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process.
Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination nor bring in mobile phones. -
Assessment
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 Summary
Assessment Task Task Type Weighting Learning Outcome Session Participation Individual 10% Pitch Presentation Individual 10% 1, 3 Media Consumption Journal Individual 20% 1, 2 Integrated Marketing Communications Plan Group 30% 1, 2, 3, 4 Exam Individual 30% 1, 2, 3
To pass this course you must gain a mark of at least 45% in the examination as well as a total mark of 50% overall.Assessment Detail
Media Consumption Journal (20% INDIVIDUAL): Students will engage in a media consumption journal composed of two parts. The first part requires students to maintain a media consumption diary. The media consumption diary allows students to experience marketing communications activities from a consumer angle. The second part of the assignment requires students to put on their ‘marketer hat’ to reflect on the course and research marketing communication theories to critically analyse the effectiveness of the marketing communications activities they have witnessed.
IMC Plan (30% GROUP): In groups, students will prepare a comprehensive Integrated Marketing Communications Plan for a client of their choice. Students will critically analyse the brand and its current marketing communications to identify emerging problems and opportunities and suggest a plan for a successful marketing communications campaign in an increasingly digital and ethical marketplace. Throughout the course, students will progressively learn the necessary components of a campaign in each week of content. In industry practice, these components typically form an Integrated Marketing Communications (IMC) plan: research, segmentation, objectives, budget, media channels, creative considerations, planning and evaluation.
Pitch Presentations (10% INDIVIDUAL): Students will create and deliver a PowerPoint presentation version of their plan that will be shared with the class in week 12 for discussion. The presentation should summarise the IMC plan as if you were presenting the plan to your organisation’s executive leadership for approval.
Seminar Participation (10% INDIVIDUAL): Each week students are expected to engage in interaction with the assigned seminar activities through group and classroom discussions.
Final Exam (30% INDIVIDUAL): A three hour exam will be held at the end of the semester.
To pass this course you must gain a mark of at least 45% in the examination as well as a total mark of 50% overall.
Full details on My Uni website.
Submission
Assignment to be submitted using MyUni. You will find this on the assignments tab of the Course Web Page. 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 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.
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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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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- International Student Support
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
- YouX Student Care - Advocacy, confidential counselling, welfare support and advice
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Elder Conservatorium of Music Noise Management Plan
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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Fraud Awareness
Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.
The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.
