Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Dr Susie Khamis
Contact via (02) 9850 2192
Y3A 191E
Please email for an appointment.
Lecturer
Associate Professor Lawrence Ang
Contact via (02) 9850 9135
E4A 638
Tuesday 1-2pm
Tutor
Dr Raymond Welling
Contact via raymond.welling@mq.edu.au
Please email for an appointment.
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
39cp and admission to BMktgMedia
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Corequisites |
Corequisites
MAS390 and MKTG303
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Co-badged status |
Co-badged status
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Unit description |
Unit description
This unit is a team-taught unit designed to help students to parlay skills and concepts studied in the Bachelor of Marketing and Media into future pathways, and make sense of (and articulate) the academic scaffolding of this program. Staff from both Marketing and Media will address the key opportunities, challenges and trends that characterize this dynamic professional nexus, as they relate to industry, creative practice and research. The emphasis is on contemporary phenomena and the pertinent skills needed to navigate this increasingly influential and important field.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
MECO399 is a team-taught capstone unit designed to help students parlay skills and concepts studied in the Bachelor of Marketing Media towards future pathways, and make sense of (and articulate) the program's academic scaffolding. The unit addresses key opportunities, challenges and trends that characterize this dynamic professional nexus, as they relate to industry, creative practice and research. The emphasis is on contemporary phenomena and the pertinent skill-set needed to navigate this increasingly influential and important field. As such, assessments are designed to draw on and showcase the comprehensive skills and knowledge students have derived from the Marketing Media program, and to demonstrate a capacity to work creatively and critically, both individually and in collaboration with peers. To pass this unit, students must attempt all assessment components and ultimately achieve an overall grade of at least 50%.
Name | Weighting | Due |
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Group Pitch | 40% | Weeks 12 & 13 |
Final exam | 40% | Exam period |
Tutorial Participation | 20% | Ongoing |
Due: Weeks 12 & 13
Weighting: 40%
This assignment comprises of: a 20-minute presentation, followed by a 5-minute Q&A based on a creative brief (30%); and a written executive summary (10%). All groups must be ready to present in Week 12, and will be randomly chosen that day; the rest will present the following week. All PowerPoint slides and reports are due Week 11, to be submitted during the tutorial.
Marking Criteria for Presentation
* Delivery: ideas are communicated in an engaging, original and accessible manner
* Content: the presenter articulates a clear and interesting narrative or series of points
* Synthesis: the presenter has synthesized the various issues and processes considered in MECO399.
NB: Presenters will be marked individually.
Marking Criteria for Executive Summary
* Content: the group members' roles and contributions are clearly identified and rationalized.
* Presentation: written expression is clear, concise and grammatically correct
* Synthesis: the summary showcases careful consideration of the communications brief and strategic integration of concepts gleaned from MECO399.
NB: The executive summary is marked collectively.
Due: Exam period
Weighting: 40%
A two-hour exam (plus 10-minute reading time) comprised of five short answers (approximately 200-250 words) and an essay question (approximately 750-1000 words), based on both the lecture material and weekly readings.
Marking Criteria
* Content: responses answer the set question/s directly and clearly
* Synthesis: answers showcase relational thinking insofar as MECO399 is an interdisciplinary unit
* Presentation: written expression is clear, concise and grammatically correct
Due: Ongoing
Weighting: 20%
Students are expected to make an active and informed contribution to tutorial discussions. The tutor will look for evidence of engagement with the weekly readings so aim to contribute in ways that reflect close consideration of all the material.
Marking Criteria
* Communication: the effective articulation of complex ideas to an interdisciplinary group
* Synthesis: careful consideration of the weekly topic and readings in terms of the unit's overarching themes and concerns
* Engagement: active and lively contribution to class discussions, showing both initiative and interdisciplinary awareness
Lectures are held every Friday 12-2pm in C5C 240. Students are required to use iLearn, and whatever technical resources required for their group assignments (e.g. PowerPoint). Lecture and tutorial attendance is compulsory and will be recorded in the latter. Students will also be expected to come to tutorials having already read the weekly reading/s, and prepared to discuss the content.Students will not be able to change tutorial classes once they have registered in one, and must attend 10 of the 12 tutorials; failure to do so (without proof of sickness or misadventure) will undermine the final grade. Students must arrive on time and not leave until the lecture/tutorial has finished.
Week 1 - Introduction (8 August)
Introduction - What is a capstone unit?
Week 2 - Planning the campaign (15 August)
Reading:
Pepsi-Lipton Brisk: Harvard Business Case: 9-512-011
Week 3 - Evaluating Different Digital Tools (22 August)
Reading:
Online Marketing of Skinny Wallets: Harvard Business Case: 9-911-033
Week 4 - How to Go Viral (29 August)
Reading:
Dumb ways to die: Advertising Train Safety Harvard Business Case: 9-514-079 to 81.
Week 5 - Crisis - Dealing with Viral Outbreak (5 September)
Reading:
Domino's Pizza: Richard Ivey School of Business Case: W11159
Week 6 - A Different Human Experience (12 September)
Readings:
Advertising's New Medium: Human Experience by Jeffrey F. Rayport, Harvard Business Review March 2013, p. 3-9
Week 7 - Creativity: practices, places & personalities (19 September)
Reading:
Mihaly Csikszentmihalyi (1997) 'Happiness and Creativity: Going with the Flow', The Futurist, September-October, pp. 8-12
Dava Sobel (1995) 'Mihaly Csikszentmihalyi [interview]', Omni, volume 17, issue 4, 99. 73-79
Week 8 - Viral Media 2 (10 October)
Reading:
Anjali S. Bal et al. (2013) 'Do good, goes bad, gets ugly: Kony 2012', Journal of Public Affairs, volume 13, number 2, pp. 202-208
Andreas M. Kaplan and Michael Haenlein (2011) 'Two hearts in three-quarter time: How to waltz the social media/viral marketing dance', Business Horizons, number 54, pp/ 253-263
Week 9 - DIY Media (17 October)
Reading:
Ethan Mollick (2014) 'The dynamic of crowdfunding: An exploratory study', Journal of Business Venturing, number 29, pp. 1-16
Jessa Lingel and Mor Naaman (2011) 'You should have been there, man: Live music, DIY content and online communities', New Media Society, volume 14, number 2, pp. 332-349
Week 10 - Self-branding (24 October)
Reading:
Carolina Bandinelli and Adam Arvidsson (2012) 'Brand Yourself a Changemaker!', Journal of Macromarketing, volume 33, issue 1, pp. 67-71.
Week 11 - Ethics in Communication (31 October)
Reading:
Gayle Kerr et al. (2012), 'Buy, boycott or blog: Exploring online consumer power to share, discuss and distribute controversial advertising messages', European Journal of Marketing, volume 46, number 3/4, pp. 387-405
Herbert Jack Rotfeld (2008) 'The Stealth Influence of Covert Marketing and Much Ado About What May Be Nothing', Journal of Public Policy and Marketing, volume 27, number 1, pp. 63-68
Week 12 - Presentations (7 November)
Week 13 - Presentations (14 November)
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.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
MMCCS Session Re-mark Application http://www.mq.edu.au/pubstatic/public/download/?id=167914
Information is correct at the time of publication
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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.
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