MARKETNG 3500 - Marketing Communications III

North Terrace Campus - Semester 1 - 2014

The course aims to provide students with an understanding of the communication aspects of marketing. It will cover the range of tools available to marketers for the purpose of promotion such as advertising, sales promotion, personal selling, sponsorship, publicity and public relations as well as the process by which these are integrated and planned.

  • General Course Information
    Course Details
    Course Code MARKETNG 3500
    Course Marketing Communications III
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Incompatible WINEMKTG 3502WT or WINEMKTG 3502EX
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Associate Professor Steve Goodman

    Lecturer's Name: Dr Steve Goodman
    Location: Room 10.09 Nexus 10 Building
    Telephone: 8303 7044
    Course Website:

    Consultation Time: Wednesday 10-12noon


    Teagan Altschwager:  

    Rebecca Dolan:
    Ervin Sim: 

    William Lakw:

    Consultation times to be distributed in the first tutorial

    Remember to use your tutor’s consultation time for clarification and questions.

    Email is by far the most efficient way of first contact.
    Course Timetable

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

    Lectures: Thursday 9:10am to 11am

    Horace Lamb, 2022, Horace Lamb Lecture Theatre
    Plus one hour tutorial

    The full timetable of all activities for this course can be accessed from the Course Planner at
  • 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
    7. Show that you’re thinking like a marketer
    8. Prepare a Marketing Communication Brief for creative
    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)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 3,4,7
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 5,6,8
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1,2,8
  • Learning Resources
    Required Resources
    Chitty, Barker, Valos and Shimp (2012 – 3rd Edition), Integrated Marketing Communications, Cengage Learning, 9780170191548.

    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 4 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 Learning
    MyUni will be used in this course for
    • Lecture Slides available as PDFs
    • AV Recording of the Lecture Sessions
  • 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. Tutorials are used after the learning to discuss cases to enhance the learning development.

    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 plus one tutorial class each week as scheduled. Please refer to Access Adelaide for your timetable and enrolment details:

    Learning Activities Summary

    Week Lecture Date Topic Text Chapter Reading - on MyUni Tutorial Work
    1 6 Mar IMC – what, why how 1 and 2 Shultz, D and Patti, C (2009), ‘The evolution of IMC:IMC in a Customer-driven marketplace’, Journal of Marketing Communications, 15(2-3) Ch 1 Q 5 & 6
    Ch2 Q 5 & 6
    2 13 Mar Persuasion and Segmentation 3 and 4 Botsman, R, ‘Ads that see you’, AFRBoss, Feb 2012 No Tutorials
    3 20 Mar Advertising and Management – Planning and Analysis 5 and 10 Mulhern, F, (2009), ‘Integrated Marketing communications: from media channels to digital connectivity’, Journal of Marketing Communications, 15(2-3) Presentations &
    Ch5 Q 5 & 6 Ch 10 Q2
    4 27 Mar Advertising Strategy and Implementation 6 Presentations & Case Study P164-165 Q 1, 3 & 4
    5 3 Apr Broadcast Media 7 Kennedy, J, ‘No Escape’, BANDT, March 16 2012 Presentations &
    Ch 7 Q 1 & 5
    6 10 Apr Digital Media 9 Presentations & Ch 9 Q 2 & 3
    Mid-Semester Break
    7 1 May Print and Support Media 8 Addington, T, ‘Opening Up’, BANDT March 16 2012 Presentations & Case Study P 274-277 Q 1,2 & 3
    8 8 May Sales Promotion 12 Presentations & Case Study P406-407 Q 1,2 & 3
    9 15 May Marketing Public Relations and Sponsorship 13 Sachs, M, ‘Should PR be part of Marketing’, Market Leader, Q1, 2012 Presentations & Ch 13 Q1, 6 & 8
    10 22 May Direct & Interactive Marketing 11 Presentations & Ch 11 Q 3, 4 & 5
    11 29 May Personal Selling 14 Presentations &
    Ch 14 Q 1 , 2
    Ch 15 Q 8
    12 5 June Measuring IMC
    Putting it into Practice
    15 Presentations

  • 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 Due Date and Time Weighting Related Learning Outcome
    Tutorial Participation & Discussion Throughout 10%
    • Show that you’re thinking like a marketer
    • Present a brief verbal presentation
    Advertisement Presentation & Discussion Throughout 10%
    • Show that you’re thinking like a marketer
    • Present a brief verbal presentation
    Assignment 1 (Group): Media Audit  4pm Mon 8 April 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 4pm Monday 20 May 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 Calculator Allowed
    • 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
    • Tutorial Participation and Discussion       10%
    Tutorial Participation and Discussion

    Case studies and questions have been assigned to each tutorial 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 Tutorials

    In the first tutorial, the tutor will assign students to a tutorial week. At the commencement of each tutorial the assigned students will give a 10 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 tutorial group will then discuss your presentation and give you feedback on their views of the ad/communication presented.

    • Assignment 1        10%
    Due Date: 4pm on Monday 7 April
    Submit via MyUni – Assessments

    A Media Audit
    Group work, word limit indication: 1500 words

    Assignment Grading Criteria Maximum Points
    Description of the product/brand and the need fulfilled 10
    Description of what has been attempted 20
    Description of target customers 25
    Description of individual media, its strengths and weaknesses related to the task attempted 35
    Quality of writing and written expression 10
    Total 100

    • Assignment 2            20%
    Due Date: 4pm on Monday 19 May–submit via MyUni - Assessments

    Marketing Communication Brief – Indicative word count – 2000 -2500 words
    Group – Same as for Marketing Audit

    Assignment Grading Criteria Maximum Points
    Clarity of direction provided to creative 30
    Match between strategy, objectives and direction 30
    Depth of thinking and guidance involved in the brief 30
    Quality of writing and written expression 10
    Total 100
    • Final Exam          50 %
    There will be a 3 hour exam in the June Examination period
    Assignment 1 & 2 are to be submitted using MyUni – ‘Assignments’

    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

    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 tutorials or 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 ( 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
    Occupational Health and Safety Arrangements
    The School is committed to upholding the University’s Policy on Occupational Health and Safety (OH&S). All staff and students have a legal responsibility to act in the interests of themselves and others with respect to OH&S. To assist us, and to comply with your responsibilities, you are required to become informed about emergency evacuation procedures and the evacuation areas for the classes you attend.

    Evacuation Procedures
    Staff and students must leave the building via the fire stairs once the notice to evacuate has been given. The lifts should not be used. Those experiencing difficulties leaving the building should notify the floor warden. Staff and students may return to the building only after the Warden has granted permission.

    Medical Emergencies & First Aid In a life threatening situation only please telephone 8303 5444.

    Representatives and Officers
    First Aid officers are trained to deal with first aid situations. School Safety Officers represent the Head of School in OH&S matters. The elected OH&S Representative can represent staff and students in OH&S issues.

    Accident and Incident Reporting
    OH&S legislation demands that all accidents and near-miss incidents be reported to the School Manager or Head of School. In the event of an accident or incident the person involved, and their supervisor, must complete an Accident/Incident Report and Investigation Form, within 48 hours of the accident/incident. A copy of the completed form is to be forwarded to the OH&S Safety Officer. Copies of the form are available from the OH&S Representative or Safety Officer. For further assistance please contact the MBA front office.
  • 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.

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.