Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Nicole Lasky
Immediately following class or by email
Moderator
Lawrence Ang
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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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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:
Name | Weighting | Due |
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Assessed Coursework | 40% | Weekly starting in week 4 |
Project | 30% | Weeks 7, 9, & 12 |
Individual Assignment | 30% | Week 5 & beginning of Week 13 |
Due: Weekly starting in week 4
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.
Each quiz will open on a Thursday morning at 9:00am and will close Wednesday evening at 9:00pm.
For example, the first quiz will open on Thursday at 9:00am of Week 3 and will close on Wednesday 9:00pm of Week 4. This will occur weekly.
Due: Weeks 7, 9, & 12
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.
Part A: Due Week 7 to be submitted to Turn-It-In Wednesday, 20 August 5:00pm
Part B: Due Week 9 to be submitted to Turn-It-In Wednesday, 3 September 5:00pm
Part C: Due Week 12 -- written and presentation slides to be submitted to Turn-It-In Wednesday, 24 September 5:00pm and presentations to be ready at the beginning of class
Submission:
Each group must:
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.
Submit a hard copy of the pitch project (in tutorial class) by the due date as specified on iLearn.
Submit mindscribe journals of all team members in a clearly labelled enveloped (in tutorial class) by the due date as specified on iLearn.
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:
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.
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 is also expected to collect field data, analyse and interpret results on advertising effectiveness.
Submission:
1. Each student will submit their data collection for this assignment by to iLearn by Friday, 5:00pm of Week 5.
2. The assignment, including all analyses is due via Turn-It-In on Monday of Week 13 at 5:00pm.
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/).
None
Unit Web Page
The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MQ/
The following is what is expected from students?
Read each chapter of the text and take the weekly test starting in week 4.
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.
Week |
Seminar |
Readings for seminar |
Activities in tutorials |
Readings for weekly quizzes |
1 |
Defining Integrated Marketing Communications
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Chapter 1 |
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2 |
Generating consumer insights
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Chapter 2 & Chapter 12 (p. 327-332) |
Before class:
In class:
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3 |
Brand Positioning
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Chapter 3 & Ad for Account Planner (see iLearn) |
Before class:
In class:
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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 3 Chapter 4 Read these chapters and then attempt the two quizzes before deadline Quizzes closes Wednesday at 9:00pm the evening before the class. Note that this first week of quizzes, there are two quizzes to take. |
5 |
Traditional and Digital Media
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Chapter 5 & Digitizing the consumer journey (see iLearn) |
Before class:
In class:
* First Part of Individual Assignment (Consumer Insight data collection) Due Friday, 5:00pm
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Chapter 5 Read this chapter and then attempt the quiz before deadline Quiz closes Wednesday at 9:00pm the evening before the class. |
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 Quiz closes Wednesday at 9:00pm the evening before the class. |
7 |
Planning and Executing the Creative Appeal
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Chapter 7 |
Before class:
In class:
*Part A Project Due Wednesday 5:00pm |
Chapter 7 Read this chapter and then attempt the quiz before deadline Quiz closes Wednesday at 9:00pm the evening before the class. |
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 Quiz closes Wednesday at 9:00pm the evening before the class. |
9 |
Public relations, corporate reputation and sponsorship
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Chapter 9 |
Before class: Work on Pitch Project In class:
*Part B Project Due Wednesday 5:00pm |
Chapter 9 Read this chapter and then attempt the quiz before deadline Quiz closes Wednesday at 9:00pm the evening before the class. |
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 Quiz closes Wednesday at 9:00pm the evening before the class. |
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 Quiz closes Wednesday at 9:00pm the evening before the class. |
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 |
13 |
Teaching Evaluation, Course summary & wrap up |
Chapter 13 |
Before class:
In class
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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.
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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.
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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.
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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:
• 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.