Dr Steve Goodman
Location: Room 10.09 Nexus 10 Building
Telephone: 8303 7044
email: steve.goodman@adelaide.edu.au
Course Website: www.myuni.adelaide.edu.au

Consultation Time: Wednesday 10 – 12

1 x 2 hour lecture per week
1x 1 hour tutorial

On successful completion of this course, students will be able to:

1	Apply basic communication theories and concepts to undestand the business environment for a company and undestand marketing communication activities
2	Undertake analysis to develop appropriate marketing communication objectives for a specified target market considering a range of media and methods available to marketers
3	Indentify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit
4	Present a brief verbal presentation to the class showing insight and analysis
5	Show analysis in case study and discussion work for participation marks which indicate critical thinking. Activities may cover campaigns in other countries and may consider ethical implications.

Required 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)

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
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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

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.

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 12 hours for a three-unit course in total per week.

Session 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 Task	Weighting	Learning Outcome
Workshop Participation & Discussion Throughout	10%	1,2,5
Advertisement Presentation	10%	1,2,6
Assignment 1 : Media Audit	10%	1,3,4
Assignment 2 (Group): Marketing Communication Brief	20%	1.3.5
Final Exam	50%	1,3,5
Total	100%

• 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 PAIRS

In the first workshop, the Lecturer will assign students to a week. In tutorials 2-4 students will work on their presentation and be able to work with the tutor for guidance, questions and development.
From tutorial 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 tutorial 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
A Media Audit
In PAIRS  , word limit indication: 1500 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
Marketing Communication Brief – Indicative word count – 2000 -2500 words

Group

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 1500-2000 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’)

• Final Exam 50 %
There will be a 3 hour exam in the June-July Examination period

Submit via MyUni & Hardcopy to the Professions Hub