MARKETNG 3005 - Marketing Communications in a Digital World

North Terrace Campus - Semester 1 - 2021

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
    Course Description 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.
    Course Staff

    Course Coordinator: Amelie Burgess

    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)
    1,2,3
    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
    2,3,5
    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
    3,4
    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
    5
    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
    4,5
  • Learning Resources
    Required Resources

    Required Resources

    Required text book:
    Chitty, Luck, Barker, Sassenberg, Shimp and Andrews (2020 – 6th Edition), Integrated Marketing Communications, Cengage Learning. ISBN 978-0170443005

    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
    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.
    Workload

    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 Topics

    1 IMC – what, why how

    2 Persuasion and Segmentation

    3 Establishing objectives and budgeting for IMC

    4 Developing message strategies

    5 Media planning and analysis

    6 Broadcast Media

    7 Supplementary media: Print and Support Media + Direct marketing and Sales Promotion

    8 The evolution and digitalisation of Marcomms Part One: Digital and social media marketing

    9 The evolution and digitalisation of Marcomms Part Two: Personal Selling PR, and Relationship Marketing

    10 The evolution and digitalisation of Marcomms Part Three: Sponsorship, Social Marketing and AI

    11 Measuring IMC & Putting it into Practice

    12 Course Review

  • 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                                                          10%             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       20%             1.3.5
    Final Exam                                                                      40%             1,3,5
    Total                                                                              100%
    Assessment Detail

    Tutorial Participation and Discussion 10%

    Questions have been assigned to each tutorial to develop the learning from previous sessions, you are expected to prepare answers for these questions before the tutorial. Some weeks the tutors will also present some in class activities. 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 groups of 3-4 (marked individually) select a brand and pretending you have been outsourced to provide them with marketing advice in relation to one of their campaigns. Using this campaign analyse its effectiveness or success in relation to the frameworks discussed within the course. Then, provide some recommendations at the end of your presentation. Try to use content (lectures, tutes and readings) from the previous two weeks where possible. Students are allowed to select their own colleagues with some guidance from their tutor, or tutors may assemble teams if necessary. These groups are decided in the first week of tutorials, and should remain constant across all group work for this course. Groups will only change on the basis of group issues. The idea of the presentation, is to sell the client on the thoroughness of your research and the strength of your analysis and guided recommendations. Cue cards are thoroughly discouraged. Students should aim to include at least 4 quality sources. Presentation should be around 10-15 minutes.

    Assignment 1: Media Audit 10%

    Individual, word limit indication: 1000 words

    I want you to pick a company or product that has been advertised here in Adelaide, across a range of media. But please avoid the bland big companies. First, give me some background on your company / product. What it is, the customer need it fulfils, and a description of the customers/target market it serves (this may be a point of analysis). Then tell me about two 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 two 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. While some of this content may be addressed in future lectures, the point is for you to use quality academic and industry sources to provide your analytical perspectives. Your analytical statements should be made in relation to industry competitors and research as well as academic sources. Write a conclusion of some sort that lets me know your paper has finished, perhaps with bulleted recommendations (not included in word count) and add your reference list. This assignment forms an important base for your other assessment pieces, as well as your exam.









    Assignment 2: Media Brief 20% Submit via MyUni

    Group of 3-4 – 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 creative output. In 2000-2500 Words you need to prepare a Creative Brief as if you are the brand manager/marketing manager and you are employing an ad agency.

    Your tutors will explore ways to create/format/structure 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 40 %

    There will be a 3 hour exam in the June-July Examination period. This exam is based on the content present in the lecture, tutorials, textbook and readings. Like the rest of the assessment in this course, you are expected to use your own words when answering your exam.
    Submission
    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 (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
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