Students
MKTG702 – Marketing Communications
2017 – S2 Evening
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Yimin Huang
Contact via stephanie.huang@mq.edu.au
450 E4A
3pm-4pm, Wednesday
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
Admission to MRes
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
Marketing communications are an integral part of a company's overall marketing mission and play a critical role in determining its success in the market. It accommodates both creative and analytical processes guided by a company's targeting and positioning strategies. This unit aims to provide you with an understanding of the various decisions and principles that marketing managers have to consider when developing communications strategies and action plans. An integrated perspective is adopted for this unit that allows you to analyse, design and evaluate the different roles of advertising, direct marketing, personal selling, public relations, sales promotion and event marketing. A central focus of this unit will be developing an informed and critical awareness of the extant theories and literature in the field of marketing communications.
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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:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Advertising Critique | 20% | No | Week 3 and onwards |
| Big Project | 40% | No | Week 4, 7, 11, 13 |
| Essay | 40% | No | Week 15 |
Advertising Critique
Due: Week 3 and onwards
Weighting: 20%
This assignment is based on individual work. It brings real-life experiences to the learning about creative evaluation of advertisements, aiming to develop students’ critical, analytical and integrative thinking. Students will be randomly assigned to specific themes and present a rigorous and critical analysis of the advertisements that are chosen by students guided by the themes. Students are expected to develop logical and convincing arguments in regards to what are specific qualities that make this advertisement a good/bad one. Relevant theories/concepts in Marketing Communications may be applied as appropriate frameworks and perspectives in the discussion.
Marketing criteria for this assignment will be available on iLearn.
Students should submit the work in class and no late submission will be accepted.
On successful completion you will be able to:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Big Project
Due: Week 4, 7, 11, 13
Weighting: 40%
The task in this assignment is to prepare a marketing communications plan in response to a brief. To undertake this task students are required to work in a group consisting of approximately 5 members. There are 4 stages of work involved in this project, including reports and a group presentation. Stage 1 (10%) and Stage 3 (10%) will be based on individual work. Detailed project brief will be provided as a separate document available on iLearn. All works will be submitted in class in the weeks allocated for each stage. No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for disruption of studies is made and approved.
On successful completion you will be able to:
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
Essay
Due: Week 15
Weighting: 40%
The task in this assignment requires students to conduct extensive literature review to identify a research topic in the field of marketing communications that is worth further potential research. Students are encouraged to develop their own reference list, as guided by the course materials and supplementary readings, to develop critical thinking and conduct literature analysis. A 2,000-word essay is required to be submitted in Week 15 via Turnitin. Late submission will be subject to 10% penalty rate every 24 hours.
On successful completion you will be able to:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
Delivery and Resources
Number and length of classes: 3 hours’ face-to-face teaching per week for 13 weeks consisting of lectures and student presentations
The timetable for classes can be found on the University web site at http://www.timetables.mq.edu.au/
Prescribed Textbook (The prescribed textbook can be purchased from the Macquarie University Co-op Bookshop):
Ang, Lawrence (2014), Principles of Integrated Marketing Communications, Cambridge University Press
Recommended Texts • Hill, Sam and Glenn Rifkin (1999), Radical Marketing, HarperPerennial • Bedbury, Scott and Stephen Fenichell (2002), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century, Penguin Group • Kim, Chan and Renee Mauborgne (2005), Blue Ocean Strategy, Harvard Business School Press • Supplementary readings: These readings will be posted on the course website.
Students should also consult a wide range of journals, such as the following:
Newspapers/Magazines Academic Journals
Business Review Weekly Journal of Marketing
Australian Financial Review Harvard Business Review
The Australian (Marketing section) Journal of Consumer Research
B&T Magazine Journal of Advertising
Advertising News Journal of Retailing
Sydney Morning Herald (Business section) Journal of Marketing Management
Advertising Age European Journal of Marketing
Adnews Journal of Services Marketing
Marketing Australian Marketing Researcher
Unit web page
This unit will use technologies, including unit website, videos and online discussions to fully deliver the learning experiences. Course materials, including lecture notes, supplementary readings, project briefs and course-related announcements, are available on iLearn at http://ilearn.mq.edu.au.
Students are required to achieve minimum 50% to pass the unit.
Unit Schedule
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Lecture |
Readings |
Tutorial |
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Part I Overview of Marketing Communications |
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1 |
Introduction to the course
Introduction to Marketing Communications: its role in business, challenges and decisions |
Chapter 1, Textbook |
Breaking the ice |
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2 |
How to gain consumer insights? |
Chapter 2, Textbook;
Supplementary readings |
Grouping IMC campaign brief for the group project Briefing on Advertising Critique; Allocation of themes for Advertising Critique; |
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Part II Planning Marketing Communications Campaigns |
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3 |
How to plan an IMC campaign: Positioning strategies for building brand equity
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Chapters 3, 13, Textbook |
Individual presentation on Advertising Critique |
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Part III Marketing Communications Tools and Evaluations |
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4 |
What to consider for an advertising campaign I: Media strategies in advertising |
Chapters 4, 5, Textbook |
Individual presentation on Advertising Critique Submission of Stage One report of major group project |
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5 |
What to consider for an advertising campaign II: Creative strategies in advertising |
Chapters 6,7, Textbook
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Individual presentation on Advertising Critique Feedback to Stage One Report Briefing on Stage Two Report |
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6 |
How about direct marketing, personal selling and sales promotion?
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Chapters 10,11, Textbook
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Individual presentation on Advertising Critique |
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7 |
How about public relations, sponsorship and event marketing? |
Chapter 9
Supplementary Readings |
Individual presentation on Advertising Critique Submission of Stage Two report of major group project |
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Mid-Semester Break |
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8 |
Alternative marketing
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Chapters 8 & 12, Textbook
Supplementary readings |
Individual presentation on Advertising Critique Feedback to Stage Two Report Briefing on Stage Three Report and Presentation |
| 9 | Marketing Communications campaign evaluation |
Individual presentation on Advertising Critique Submission of Stage Three Report |
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Part IV Special Topics in Marketing Communications |
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10 |
Opportunities and challenges of New Media |
Supplementary readings |
Individual presentation on Advertising Critique Feedback to Stage Three Report |
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Part V Group Presentations |
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11 |
Group Project Presentation (Stage Three) |
Briefing on Stage Four Report |
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Part VI Course Review |
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12 |
Course Review |
Submission of Stage Four Report | |
| 13 | Preparation for Final Exam | ||
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_2016.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 (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
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.
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
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcomes
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan