Students
MKTG204 – Integrated Marketing Communications
2014 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Lawrence Ang
Room 638
Tuesday 12 - 2 pm
Tutor
Camille Singh
E4B 104
Tuesday 1-2 pm
Tutor
Joe Pitt
E4B 104
Tuesday 11-12 pm
Tutor
Alex Tevi
E4B 104
Tuesday 1-2 pm
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG101
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit is designed to introduce students to the marketing communication process and the role and importance of communication as a strategic element of the marketing mix. The unit introduces major concepts in marketing communications. The main topics covered include: an introduction to marketing communications; elements of marketing communication (including advertising, consumer and sales promotions, personal selling and public relations); principles of brainstorming and creativity; marketing communication effectiveness; marketing communication objective setting; and ethics. The major learning outcome from the unit is for students to develop skills and practical knowledge in selecting and integrating communication strategies as part of the broader marketing strategy development.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- Identify and define key terms, concepts, frameworks and models of marketing communications.
- Know the principles of brainstorming and creativity.
- Develop an effective integrated marketing communications plan
- Conduct advertising research in the field, analyse and interpret the results.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Assessed Coursework | 40% | Weekly starting in week 3 |
| Project | 30% | Week 11 tutorial class |
| Individual Assignment | 30% | Week 5 & beginning of Week 13 |
Assessed Coursework
Due: Weekly starting in week 3
Weighting: 40%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Students are required to complete up to 10 weekly online assessments. Each assessment is worth 10% of which only the best 4 assessments will be counted.
On successful completion you will be able to:
- Identify and define key terms, concepts, frameworks and models of marketing communications.
Project
Due: Week 11 tutorial class
Weighting: 30%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Students will form or be assigned to a group in tutorials. Each group will work on a creative brief with the main objective of developing an effective and well-articulated IMC plan.
Submission:
Each group must:
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Turnitin their group 's pitch project (PDF or MS Word) via iLearn (https://ilearn.mq.edu.au/login/MQ/) by the due date as specified on iLearn.
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Submit a soft copy of the group's PowerPoint pitch presentation on a CD-ROM or USB stick in a clearly labelled envelope (in tutorial class) by the due date as specified on iLearn.
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Submit a hard copy of the pitch project (in tutorial class) by the due date as specified on iLearn.
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Submit mindscribe journals of all team members in a clearly labelled enveloped (in tutorial class) by the due date as specified on iLearn.
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Each team member must also submit a peer assessment form. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for more information.
Extension:
No extension will be granted. Late submision for the pitch write-up report will be accepted up to 48 hours (see penalties below) after the due date as specified on iLearn (https://ilearn.mq.edu.au/login/MQ/).
Penalties:
- There will be a deduction of 50% of the total available marks made from the total awarded mark for each 24 hour period. So, if the pitch write-up is 48 hours or more late, the group will receive a zero grade for the assessment task.
- There will be a deduction of 10% percent of the mark if the presentation did not start or finish on time.
- These penalties do not apply for cases in which an application for special consideration is made and approved.
Your mark will be posted on iLearn (https://ilearn.mq.edu.au/login/MQ/) after peer assessments from all groups have been received. The weight of peer assessment will affect your individual total mark of the pitch project.
On successful completion you will be able to:
- Identify and define key terms, concepts, frameworks and models of marketing communications.
- Know the principles of brainstorming and creativity.
- Develop an effective integrated marketing communications plan
Individual Assignment
Due: Week 5 & beginning of Week 13
Weighting: 30%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Each student has to write a reflective, fully-referenced, integrative assignment on what they learnt from the course. They should draw upon case studies or articles discussed weekly in seminars to illustrate how principles, frameworks or models discussed in seminars can be applied. Each student are also expected to collecting field data, analyse and interpret results on advertising effectiveness.
Submission:
1. The assignment, including all analyses is due at the beginning of week 13.
2. Each student must also complete their data collection for this assignment by the end of Week 5.
Refer to the Assessment Criteria document for more information on iLearn (https://ilearn.mq.edu.au/login/MQ/).
Extension:
No extension will be granted. Groups that have not presented and submit all required materials above in the week assigned will be awarded a zero mark for the task, except for cases in which an application for special consideration is made and approved.
Penalties:
· There will be a deduction of 50% of the total available marks made from the total awarded mark for each 24 hour period. So, if the report is 48 hours or more submitted late, the student will receive a zero grade for the assessment task.
· These penalties do not apply for cases in which an application for special consideration is made and approved.
Your mark will be posted on iLearn (https://ilearn.mq.edu.au/login/MQ/).
On successful completion you will be able to:
- Identify and define key terms, concepts, frameworks and models of marketing communications.
- Conduct advertising research in the field, analyse and interpret the results.
Delivery and Resources
Classes
- Number and length of classes: 2 hour face-to-face teaching per week, consisting of 1.5 hour seminar and 1 hour tutorial.
- Students are expected to spend one hour/week on online activities.
- To complete this unit satisfactorily, students have to achieve a Pass grade.
- This unit is very different from others because a minimum of didactic lectures will be given. Rather, 'lecture' time is spent discussing various concepts interactively. It is more akin to seminars. Students are expected to be well-prepared before coming to each seminar.
- Since interactive exercises and group learning will be carried out during seminars, listening to ECHO is a poor substitute for learning.
- Failure to attend seminars will also affect the quality of work submitted.
- Students are also expected to complete the required reading and weekly quizzes starting in week 3.
- The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au
- Once the tutorial groups are formed, students cannot change their classes.
- Attendance will be taken in both the seminars and tutorials.
- Warning: You must attend at least 10 of the 12 tutorials – failure to do so will lead to major deduction from your group-work contribution. Appeals against a Fail grade awarded in this Unit by students who have not attended at least 10 of the 13 seminars will less likely be considered.
- Medical certificates must be provided if you are not able to attend a class without incurring a penalty.
- Students are expected to arrive on time, and not to leave until the class ends.
- If you have a recurring problem that makes you late, or forces you to leave early, have the courtesy to discuss this with your lecturer/tutor.
- Students must be quiet during classes, unless of course when class participation is required.
- Mobile phone must be turned OFF and not simply set to ‘silent’.
- If laptops are used, they must be related to class activity (e.g., no checking of emails or social network sites or internet surfing) .
- Students who disturb or disrupt in lectures and tutorial class will be asked to leave.
- All students have to complete one peer assessments for the project.
- The lecturer has the final say in the adjustment of group-work marks taking into account peer assessment ratings.
Prizes
None
Required and Recommended Texts and/or Materials
- Prescribed text: Principles of Integrated Marketing Communications, by Lawrence Ang, Cambridge University Press 2014.
- Prescribed unit materials: There will be articles/case materials students are expected to research for individual assignment and group project.
Technology Used and Required
- Students are required to learn how to use power point, word processing and iLearn.
Unit Web Page
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The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MQ/
Teaching and Learning Strategy
- The unit is taught by seminars and tutorial discussions.
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The following is what is expected from students?
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Read each chapter of the text and take the weekly test starting in week 3.
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Prepare case studies and assigned homework for seminars and tutorials; follow current developments in the market place; be able to apply concepts in seminars and tutorial exercises; respond to questions raised during seminars; demonstrate enthusiasm for the subject; attend all group meetings; keep a diary and a “mindscribe” notebook of evolving concepts for their pitch project.
Unit Schedule
|
Week |
Seminar |
Readings for seminar |
Activities in tutorials |
Readings for weekly quizzes |
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1 |
Defining Integrated Marketing Communications
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Chapter 1 |
No tutorial in week 1
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2 |
Generating consumer insights
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Chapter 2, Chapter 12 (p. 327-332) & Ad for Account Planner (see iLearn) |
Before class:
In class:
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3 |
Brand Positioning
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Chapter 3
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Before class:
In class:
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Chapter 3 Read this chapter and then attempt the quiz before deadline |
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4 |
Media Planning and Budgeting in Advertising
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Chapter 4 |
Before class: Prepares Q4 and Q8
In class:
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Chapter 4 Read this chapter and then attempt the quiz before deadline |
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5 |
Traditional and Digital Media
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Chapter 5 & Digitizing the consumer journey (see iLearn) |
Before class:
In class:
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Chapter 5 Read this chapter and then attempt the quiz before deadline |
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6 |
Advertising Creativity
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Chapter 6 & Sparkling Creativity in Teams (see iLearn) |
Before class:
In class: Discuss Q2 and Q4 (chapter 6) |
Chapter 6 Read this chapter and then attempt the quiz before deadline |
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7 |
Planning and Executing the Creative Appeal
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Chapter 7 |
Before class:
In class:
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Chapter 7 Read this chapter and then attempt the quiz before deadline |
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8 |
Social Influence
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Chapter 8 |
Before class:
In class:
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Chapter 8 Read this chapter and then attempt the quiz before deadline |
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9 |
Public relations, corporate reputation and sponsorship
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Chapter 9 |
Before class:
In class:
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Chapter 9 Read this chapter and then attempt the quiz before deadline |
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10 |
Influence in Personal Selling
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Chapter 10 |
Before class:
In class:
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Chapter 10 Read this chapter and then attempt the quiz before deadline |
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11 |
Direct Marketing and Sales Promotions
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Chapter 11 |
Before class:
In class:
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Chapter 11 Read this chapter and then attempt the quiz before deadline |
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12 |
Advertising Testing and Campaign Tracking
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Chapter 12 |
Before class:
In class:
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Chapter 1 Read this chapter and then attempt the quiz before deadline |
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13 |
Teaching Evaluation, Course summary & wrap up |
Chapter 13 |
Before class:
In class:
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Academic Honesty
The nature of scholarly endeavour, dependent as it is on the work of others, binds all members of the University community to abide by the principles of academic honesty. Its fundamental principle is that all staff and students act with integrity in the creation, development, application and use of ideas and information. This means that:
- all academic work claimed as original is the work of the author making the claim
- all academic collaborations are acknowledged
- academic work is not falsified in any way
- when the ideas of others are used, these ideas are acknowledged appropriately.
Further information on the academic honesty can be found in the Macquarie University Academic Honesty Policy at http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
Grades
Macquarie University uses the following grades in coursework units of study:
- HD - High Distinction
- D - Distinction
- CR - Credit
- P - Pass
- F - Fail
Grade descriptors and other information concerning grading are contained in the Macquarie University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
Grading Appeals and Final Examination Script Viewing
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcome
- Identify and define key terms, concepts, frameworks and models of marketing communications.
Assessment tasks
- Assessed Coursework
- Project
- Individual Assignment
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Develop an effective integrated marketing communications plan
- Conduct advertising research in the field, analyse and interpret the results.
Assessment tasks
- Project
- Individual Assignment
Creative and Innovative
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Learning outcomes
- Know the principles of brainstorming and creativity.
- Develop an effective integrated marketing communications plan
Assessment task
- Project
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Learning outcomes
- Know the principles of brainstorming and creativity.
- Develop an effective integrated marketing communications plan
Assessment tasks
- Project
- Individual Assignment
Changes from Previous Offering
Research and Practice
• This unit uses research by Lawrence Ang: Principles of Integrated Marketing Communications, Cambridge University Press, 2014
• This unit gives you practice in applying research findings in your assignments
• This unit gives you opportunities to conduct your own research.