MARKETNG 7025 - Integrated Marketing Communications (M)

North Terrace Campus - Trimester 3 - 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 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 & 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 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

    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. Workshops 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 

    Learning Activities Summary

    Week 1
    Lecture Date:  06 September
    Topic: Lecture - IMC-What, Why and How 
    Text: Chapter: Please read chapters 1 and 2 from the text book  
    Workshop:  Advertisement discussion activity: The impact controversial ads can have on brand equity.
    Ch 1 Q 2 (b) & 6;· Ch 2 Q 2, 3, & 4;· Organise into Groups

    Week 1
    Lecture Date:06 September
    Topic: Lecture - Persuasion and Segmentation
    Text: Chapters 3 and 4
    Workshop:Read an assigned case and prepare for in- class discussions;
    Case presentation and discussions (lead by the Lecturer);
    IMC Challenge p.57-58;
    Advertisement discussion activity: Cause marketing advertising campaign;

     Week 2
     Lecture Date:13 September
     Topic: Lecture - Advertising and Management – Planning and Analysis
     Text: Chapters 5 and 9
     Workshop:“TigerAir Australia - launching a rebranded airline”(page113 of the text book): Group Case presentation and in-class  discussions; Group Presentation on an advertisement/communication campaign.

    Week 2
    Lecture Date:13 September
    Topic: Lecture - Advertising Strategy and Implementation
    Text: Chapter 6
    Workshop:“Putting the environment ‘on the radar” for hardware customers” (page116 of the text book):Group Case presentation and in-class discussions;Group Presentation on an advertisement/communication campaign

    Week 3
    Lecture Date: 20 September
    Topic: Lecture - Broadcast Media
    Text: Chapter 7 
    Workshop: “V makes the everyday awesome: rent a monkey butler” (page187 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

    Week 3
    Lecture Date: 20 September
    Topic: Lecture - Digital Marketing
    Text: Chapter 11
    Workshop: “Daft punk gets lucky with album release”(page190 of the text book): Group Case presentation and in-class discussions
    Group Presentation on an advertisement/communication campaign

    Week 4
    Lecture date: 27 September
    Topic: Lecture - Print and Support Media
    Text: Chapter 8
    Workshop: “Can everybody be convinced to own a mobile phone?”(page 281 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

    Week 4
    Lecture Date: 27 September
    Topic: Lecture - Sales Promotion 
    Text: Chapter 10 
    Workshop: “The changing media environment”(page 283 of the text book): Group Case presentation and in-class discussions;
    Group Presentation on an advertisement/communication campaign

    Week 5
    Lecture Date: 18 October
    Topic: Lecture - Marketing Public Relations and Sponsorship
    Text: Chapter 13
    Workshop: “Sponsorship and packaging –marketing communication synergy”(page 411 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

    Week 5
    Lecture Date: 18 October
    Topic: Lecture - Direct & Interactive Marketing
    Text: Chapter 10
    Workshop:“Communicating culture: Australian museums in a digital age”(page 413 of the text book): Group Case presentation and in-class discussion; Group Presentation on an advertisement/communication campaign

    Week 6
    Lecture Date: 25 October
    Topic: Lecture-Personal Selling
    Text:Chapter 12
    Workshop: “Testing advertising concepts for a pasta brand- breaking through the clutter with great ads”(page 454 of the text book): Group Case presentation and in-class discussions;Group Presentation on an advertisement/communication campaign

     Week 6
    Lecture Date: 25 October
    Topic: Lecture -Measuring IMC Putting it into Practice; Course Wrap-Up.
    Text: Chapter 14
     “Become a legend: New Zealand road safety advertising”(page 457 of the text book): Group Case presentation and in-class discussions
     Group presentation on an advertisement/ communication campaign.

  • 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

    1.Assessment: Attendance & Participation 
    Due Date and time:Throughout
    Weighting: 10 %
    Related Learning Outcome:
    * Show that you’re thinking like a marketer
    *Present a brief verbal presentation

    2.Assessement: Advertisement Presentation & Discussion (Group)
    Due date time:Throughout
    Weighting:10%
    Related Learning outcome:
    *Show that you’re thinking like a marketer
    *Present a brief verbal presentation

    3. Assessement: Case Presentation and discussions (Group)
    Due date and time: Throughout
    Weighting: 10 %
    Related Learning Outcome:
    * Show that you’re thinking like a marketer
    *Present a brief verbal presentation

    4. Group Assignment: Media Audit
    Due date time: Week 6 - 11.10.2016
    Weighting:20%
    Related Learning Outcomes:
    *Demonstrate a comprehensive understanding of Marketing Communications theories and concepts

    5. Final Exam
    Due date and time: to be confirmed
    Weighting: 50 %
    Details:3 hours;Closed book;No Dictionaries
    Related Learning Outcomes: 
    *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:

     · Attendance and participation in the discussions (please submit the hard copies of answers to the assigned case questions to the lecturer prior to the class discussions) – 10%

     · Case Presentation and Discussion 10%

    Case studies and questions have been assigned to each group to develop the learning from previous sessions. Assigned group is expected to present the case, answer the case questions, and lead the discussion. Class is expected to be able to take part in the discussion and contribute to the group learning. 

    · Advertisement Presentation and Discussion 10%

    The assigned students (group of 2) 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 will then discuss your presentation and give you feedback on their views of the ad/communication presented.


    · A Media Audit - Group Assignment 20%

    Due Date: Week 6 - 11.10.2016

    Submit via MyUni – Assessments - Hard Copy to Lecturer
    Group work, word limit indication: 1500 words
    Pick a company or product that has been advertised very heavily here in Adelaide or in your home country across a range of media. 
    First, provide the background on chosen 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 each of the three media you choose, provide a 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 describe what they have achieved. Write a conclusion with recommendations on how to address the weaknesses or capitalise on the existing strength of the media. Add your reference list.
     
    Assignment Grading Criteria:
     
    *Description of the product/brand and the need fulfilled: 10 maximum points
    *Description of what has been attempted: 20 maximum points
    *Description of target customers:25 maximum points
    *Description of individual media, its strengths and weaknesses related to the task attempted:35 maximum points
    *Recommendations for improvement: 10 maximum points
     Total: 100 points


    · Final Exam 50 %

    There will be a 3hour exam

    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.

  • 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.

  • Student Support
  • Policies & Guidelines
  • 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.

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