Students
MECO399 – Advanced Issues in Marketing and Media
2016 – 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 11am -12 pm
Lecturer/Tutor
Dr Ray Welling
Contact via 0422 000 373
Please email for an appointment.
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
Admission to BMktgMedia and 39cp
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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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
- 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 ultimately achieve an overall grade of at least 50%.
Late Penalties: Tasks above 10%. Students who submit late work without an extension will receive a penalty of 10% per day. This penalty does not apply for cases in which an application for Disruption to Studies is made and approved.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Group Pitch | 50% | Week 13 |
| Final exam | 30% | Exam period |
| Tutorial Participation | 20% | Ongoing |
Group Pitch
Due: Week 13
Weighting: 50%
This assignment comprises of: a 20-minute presentation, followed by a 5-minute Q&A based on a creative brief (25%); and a written executive summary (25%). All groups must be ready to present in Week 13, and will be randomly chosen that day. All PowerPoint slides and reports are due Week 12, to be submitted during the tutorial.
Marking Criteria for Presentation (25%)
* 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 (25%)
* 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 and given a group mark.
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.
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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
Delivery and Resources
Lectures are held every Monday 9-11 a.m. in C5A 232, with tutorials at either 11 a.m. - 12 p.m. (in X5B 136) or 12-1 p.m (W5C 309). . 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 former. 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. All students must present in the final pitch project in week 13. This will be in C5C room 209 (9am to 2 pm).
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 - Going Viral and Dealing With Crisis
Readings:
Dumb ways to die: Advertising Train Safety Harvard Business Case: 9-514-079 to 81.
Domino's Pizza: Richard Ivey School of Business Case: W11159
Week 4 - Persuasion in Mass Communications
Reading:
Hill et al (2013), "How quickly we forget: The duration of persuasion effects from mass communication" Political Communication, 30, 521-547
Week 5 - Evaluating Effective Advertising
Readings:
Kellogs case study
How to market effectively to the Millenials
Week 6 - Creativity & The Brand Narrative
Reading:
The Coca-Cola Company's Case for Creative Transformation. Harvard Business Case: 5-516-038
Week 7 - DIY Funding & Media
Readings:
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 - Labour Day (no class)
Week 9 - Exploiting a Digital Future
Reading:
Beyonce. Harvard Business Case: 5-515-084
Week 10 - Becoming Digital
Reading:
The Tate's Digital Transformation. Harvard Business Case: 9-314-122.
Week 11 - Ethics in Communication
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
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
Discussion on selected Media Watch episodes (ABC)
Week 12 - Self-branding & Micro-Celebrity
Reading:
Alison Hearn and Stephanie Schoenhoff (2016) "From celebrity to influencer" in David Marshall and Sean Redmond (eds) Companion to Celebrity p. 194-212.
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
New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/
Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources 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 task
- Group Pitch
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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
Assessment tasks
- Group Pitch
- 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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
- Respond creatively to business problems using appropriate media.
Assessment tasks
- Group Pitch
- 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.
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
- Respond creatively to business problems using appropriate media.
- Determine appropriate solutions using creative media.
Assessment tasks
- Group Pitch
- 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 task
- Group Pitch
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
- Demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business
Assessment tasks
- 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.