MARKETNG 3005 - Marketing Communications in a Digital World

North Terrace Campus - Semester 1 - 2020

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 3005
    Course Marketing Communications in a Digital World
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Incompatible MARKETNG 2503
    Assessment Exams/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Associate Professor Steve Goodman

    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    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.
    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)
    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
    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
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    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
    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
  • Learning Resources
    Required Resources
    Required Resources
    Required text book: Chitty, Luck, Valos, Barker and Shimp (2018 – 5th 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
    Online Learning
    MyUni will be used in this course for
    Lecture Slides available as PDFs
    AV Recording of the Lecture Sessions
    Assignment Submission
    Weekly Online Quiz
    Class-sourcing - discussion and thoughts
  • Learning & Teaching Activities
    Learning & Teaching Modes
    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 information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    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.
    Learning Activities Summary
    Session Topic
    1 IMC – what, why how
    2 Persuasion and Segmentation
    3 Establisahing objectives and budgeting for IMC
    4 Developing message strategies
    5 Media planning and analysis
    6 Broadcast Media
    7 Print and Support Media
    8 Digital and social media 
    9 Direct marketing and Sales Promotion
    9 Marketing Public Relations and Sponsorship
    10 Personal Selling & Relationship Marketing
    11 Marketing public relations and sponsorship
    12 Measuring IMC & Putting it into Practice
  • 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 Task                                                          Weighting     Learning Outcome

    Weekly Online Quiz                                                          12%             1,2,3,5
    Workshop Participation & Discussion Throughout                10%             1,2,5
    Advertisement Presentation                                              10%             1,2,4
    Assignment 1 : Media Audit                                              10%             1,3,4
    Assignment 2 (Group): Marketing Communication Brief       18%             1.3.5
    Final Exam                                                                      40%             1,3,5
    Total                                                                              100%
    Assessment Detail
    • Weekly Quiz ONLINE  12%
    10 Multiple choice questions - 30 minutes to answer

    • 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:

    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 18%
    Submit via MyUni – Assessments
    Marketing Communication Brief – Indicative word count – 2000 -2500 words


    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.

    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), slideshare (many communicators, marketers and creatives contribute here – such as ‘true digital’)

    • Final Exam 40 %
    There will be a 3 hour exam in the June-July Examination period
    All submissions via MyUni
    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
  • Policies & Guidelines
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