Students
MECO399 – Advanced Issues in Marketing and Media
2015 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Associate Professor Lawrence Ang
Contact via (02) 9850 9135
E4A 638
Monday 2-3 pm
Lecturer/Tutor
Dr Ray Welling
Contact via 0422 000 373
Please email for an appointment.
Raymond Welling
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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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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:
- Demonstrate knowledge of various marketing and media frameworks.
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
General Assessment Information
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 characterise 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%.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Group Pitch | 30% | Weeks 12 & 13 |
| Pitch - individual component | 20% | Week 12 |
| Final exam | 30% | Exam period |
| Tutorial Participation | 20% | Ongoing |
Group Pitch
Due: Weeks 12 & 13
Weighting: 30%
This assignment comprises of: a 20-minute presentation, followed by a 5-minute Q&A based on a creative brief (20%); 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 (20%)
* 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 (10%)
* 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.
On successful completion you will be able to:
- Demonstrate knowledge of various marketing and media frameworks.
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
Pitch - individual component
Due: Week 12
Weighting: 20%
Scenario: The client has asked you for an alternative execution of one element of the pitch that you can do better than the execution included in the group pitch.
Task overview: This task involves selecting one media production from your group pitch that you would have done differently had you done it individually, yourself. You are required to:
- re-create one execution (e.g., radio, television, print ad, outdoor...etc) of the creative concept.
- argue why this recreation is more appropriate.
- examine the ethical issues raised by your ability to create a better execution than that included in the team pitch (referring to ethical issues learnt in MAS 389, where appropriate)
Deliverables:
- Creative production
- A 500-word covering email to the client explaining points 2 & 3 above..
Additional requirements
- Email format - MSword or similar, 2.5cm margins, double line spacing
- Work and ideas of others acknowledged using a standard academic referencing system
Marking Criteria for email submission
Clarity of business problem definition
Quality/creativity of the new execution (media production)
Evaluation of the original execution versus the re-created execution.
Application of ethical reasoning to reach and defend a position
On successful completion you will be able to:
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
Final exam
Due: Exam period
Weighting: 30%
A two-hour exam (plus 10-minute reading time) comprised of short answers and an essay question (approximately 750-900 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
On successful completion you will be able to:
- Demonstrate knowledge of various marketing and media frameworks.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
Tutorial Participation
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
On successful completion you will be able to:
- Demonstrate knowledge of various marketing and media frameworks.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
Delivery and Resources
Lectures are held every Monday 9-11 a.m. in W5C335, with tutorials at either 11 a.m. - 12 p.m. or 12-1 p.m. in W5C234. 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.
Unit Schedule
Week 1 - Planning the campaign
Reading:
Pepsi-Lipton Brisk: Harvard Business Case: 9-512-011
Week 2 - Evaluating Different Digital Tools
Reading:
Online Marketing of Skinny Wallets: Harvard Business Case: 9-911-033
Week 3 - How to Go Viral
Reading:
Dumb ways to die: Advertising Train Safety Harvard Business Case: 9-514-079 to 81.
Week 4 - Crisis - Dealing with Viral Outbreak
Reading:
Domino's Pizza: Richard Ivey School of Business Case: W11159
Week 5 - A Different Human Experience
Readings:
Advertising's New Medium: Human Experience by Jeffrey F. Rayport, Harvard Business Review March 2013, p. 3-9
Week 6 - Creativity: practices, places & personalities
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 7 - DIY Media
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 8 - Self-branding
Reading:
Carolina Bandinelli and Adam Arvidsson (2012) 'Brand Yourself a Changemaker!', Journal of Macromarketing, volume 33, issue 1, pp. 67-71.
Week 10 - Digital Futures
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 11 - Ethics in Communication
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
Week 13 - Presentations
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/
Results
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
Additional information
MMCCS Session Re-mark Application http://www.mq.edu.au/pubstatic/public/download/?id=167914
Information is correct at the time of publication
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
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
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
Assessment tasks
- Group Pitch
- Pitch - individual component
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 outcomes
- Demonstrate knowledge of various marketing and media frameworks.
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
Assessment tasks
- Group Pitch
- Pitch - individual component
- Final exam
- Tutorial Participation
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
- Demonstrate knowledge of various marketing and media frameworks.
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
- Respond creatively to business problems using appropriate media.
Assessment tasks
- Group Pitch
- Pitch - individual component
- Final exam
- Tutorial Participation
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
Assessment tasks
- Group Pitch
- Pitch - individual component
- Final exam
- Tutorial Participation
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
- Demonstrate ability to meet marketing imperatives through application of technical skills.
- Determine appropriate solutions using creative media.
Assessment tasks
- Group Pitch
- Pitch - individual component
Engaged and Ethical Local and Global citizens
As local citizens our graduates will be aware of indigenous perspectives and of the nation's historical context. They will be engaged with the challenges of contemporary society and with knowledge and ideas. We want our graduates to have respect for diversity, to be open-minded, sensitive to others and inclusive, and to be open to other cultures and perspectives: they should have a level of cultural literacy. Our graduates should be aware of disadvantage and social justice, and be willing to participate to help create a wiser and better society.
This graduate capability is supported by:
Learning outcome
- Critically evaluate issues in marketing and media by using various framework and theories, including ethical behaviour.
Assessment tasks
- Pitch - individual component
- Final exam
- Tutorial Participation
Changes from Previous Offering
This year's offering of MECO399 adds the individual pitch experience video as an assessment component. Students are encouraged to reflect on the design and implementation of this course, and to consider how it can be improved.