Students
MGSM818 – Advertising and Promotions Management
2019 – Term 1 North Ryde
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Dr Helen Siuki
James Robinson
|
|---|---|
| Credit points |
Credit points
4
|
| Prerequisites |
Prerequisites
MGSM820 or MGNT607
|
| Corequisites |
Corequisites
|
| Co-badged status |
Co-badged status
|
| Unit description |
Unit description
This unit focuses on providing the tools for managers to be able to critically evaluate promotional strategies that are presented to them. The unit is designed to give a clear understanding of the setting of promotional objectives and the development of creative and media strategies employed by small to large organisations. It explores some of the fundamental theories that underpin marketing communications and current day leading-edge promotional campaigns that have successfully created major impact in their respective markets. It analyses key strengths and weakness of each of the major media vehicles, examining current trends in consumer and advertiser usage patterns.
|
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:
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
General Assessment Information
Please note that both your Creative Production Group Work marks (i.e. Interim Group Presentation, Final Group Presentation) will be adjusted in accordance with your individual contribution to the group project. Fifty percent of the mark will be scaled depending on the Peer Evaluation and my evaluation of your overall contribution to the output of the group work.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Class Participation | 10% | No | Week 1 through Week 10 |
| Individual Report | 40% | No | 25 Feb 2019, 9:00am |
| Interim Group Presentation | 15% | No | Week 5 (4 Feb 2019) |
| Final Group Presentation | 35% | No | Week 10 (11 March 2019) |
Class Participation
Due: Week 1 through Week 10
Weighting: 10%
Students are expected to participate actively whilst taking this unit. Participation can involve participating during class in discussions, and Q&A for group presentations, as well as online engagement in relevant discussion forums on iLearn. Students can earn a maximum of 1 mark per week/session, for a maximum of 10 marks for the entire term.
On successful completion you will be able to:
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Individual Report
Due: 25 Feb 2019, 9:00am
Weighting: 40%
In this assessment task students need to critically analyse and discuss an existing IMC campaign of their own choice (it can be any product category in any industry).
Individual Report (word limit: 2,500) should include an introduction, and in-depth critical analysis of the chosen IMC campaign, addressing the following components: positioning, target audience selection, objectives, branding, message and creative strategies, media strategies, budgeting, social, ethical and regulatory aspects. Students also required to provide recommendations for future improvements. Please refer to the Individual Report Marking Criteria document provided on iLearn for more details.
- Students should cite any references fully and in an acceptable style as noted in the Student Handbook.
- Students submit their 'Individual Report' to Turnitin on iLearn by 25 Feb 2019, 9:00am.
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
On successful completion you will be able to:
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Interim Group Presentation
Due: Week 5 (4 Feb 2019)
Weighting: 15%
Groups will give presentations of no longer than 12 minutes (including Q&A period), outlining their plans and ideas for their proposed IMC campaign which the group will be developing for Creative Production Group Work (topics will be allocated in the first session). Interim Group Presentation should provide support and justification for suggested ideas/ strategies.
Please refer to Creative Production Marking Criteria document available on iLearn for further information and details.
- All group members MUST present, and attend the two sessions in which their group presents.
- Absence would mean 0 marks for that presentation unless a Special Consideration is submitted and approved.
- All creative production materials (e.g. ppt slides) must be uploaded to Turnitin on iLearn PRIOR to class presentation.
- Students should cite any references fully and in an acceptable style as noted in the Student Handbook.
- Your Creative Production Group Presentation mark will be adjusted based on the Peer Evaluation feedback.
On successful completion you will be able to:
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Final Group Presentation
Due: Week 10 (11 March 2019)
Weighting: 35%
Groups will give presentations of no longer than 25 minutes (including Q&A), presenting their IMC campaign which their group has developed for Creative Production Group Work. Final Group Presentation should provide support and justification for suggested strategies.
The Creative Production IMC Campaign should include: Background/ Formative research, Market Segmentation and Target Audience Selection, Positioning, Branding, Objectives, Budgeting, Message and Creative Strategies, Media Strategies, and Consideration of Social, Ethical, and Regulatory Aspects. Groups are required to create a video advertisement as part of their proposed IMC campaign. Please refer to the Creative Production Marking Criteria document available on iLearn for further information and details.
- All group members MUST present, and attend the two sessions in which their group presents.
- Absence would mean 0 marks for that presentation unless a Special Consideration is submitted and approved.
- All creative production materials (e.g. ppt slides, advertisement) must be uploaded to Turnitin on iLearn PRIOR to class presentation.
- Students should cite any references fully and in an acceptable style as noted in the Student Handbook.
- Your Creative Production Group Presentation mark will be adjusted based on the Peer Evaluation feedback.
On successful completion you will be able to:
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Delivery and Resources
Required Text
Belch, G.E., Belch, M.A., Kerr, G., & Powell, I. (2014). Advertising: An Integrated Marketing Communications Perspective, 3rd Edition, McGraw-Hill Australia & New Zealand. ISBN: 9781760421205
WHERE TO PURCHASE TEXTBOOK IF YOU WISH TO BUY?
The Coop Bookshop
The Coop Bookshop is our main retailer for textbooks and other related academic material. For information on textbook prices and online ordering, please refer to The Co-Op Bookshop webpage at http://www.coop.com.au
McGraw-Hill website
Textbook is also available for order via the publisher’s online store. For information on textbook prices and online ordering, please refer to the website at http://www.mheducation.com.au/9781760421205-aus-advertising-an-integrated-marketing-communication-perspective
Disclaimer: MGSM does not take responsibility for the stock levels of required textbooks from preferred retail outlets and other book retailers. While we advise our preferred book retail outlet, The Co-op Bookshop, of our maximum expected number of students purchasing specific required text each term, The Co-op Bookshop and other book retailers will make their own judgement in regards to their physical holding stock levels. To prevent disappointment if a textbook is out-of-stock, we highly advise students to order their textbooks as early as possible, or if the required textbook is currently out-of-stock, place an order with the book retailer as soon as possible so that these book retailers can monitor demand and supply, and adjust their stock orders accordingly
Writing and citation resources
If you require assistance in writing, particularly academic writing and/or business reports, the Macquarie University Library provides three excellent web sites covering writing skills, researching online: and a guide to citations and referencing.
- http://writinggateway.mq.edu.au/
- http://infoskills.mq.edu.au/
- http://www.lib.mq.edu.au/resources/subject/readyref/cites.html
MGSM iLearn
The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MGSM
Unit Schedule
Weekly class – Monday evenings 6:00pm - 10:00pm (starting 7th January, 2019)
The unit will be presented over 10 sessions as follows:
|
SESSION 1: An Introduction to Integrated Marketing Communication |
|
|
|
Lecture 1: 7 Jan 2019 |
|
|
|
Reading: |
Chapter 1: Where marketing communication began: the development of advertising in Australia and New Zealand Chapter 2: Integrated marketing communication: how marketing communication evolved |
|
|
SESSION 2: The Communication Process and Perspectives on Consumer Behaviour |
|
|
|
Lecture 2: 14 Jan 2019 |
|
|
|
Reading: |
Chapter 5: The communication process Chapter 6: Starting with consumer behaviour: understanding how marketing communication might influence consumer behaviour |
|
|
SESSION 3: Branding and Building Relationship with Brands |
|
|
|
Lecture 3: 21 Jan 2019 |
|
|
|
Reading: |
Chapter 8: Branding and building relationships with the database |
|
|
SESSION 4: Planning, Establishing Objectives and Budgeting for the IMC Program |
|
|
|
Lecture 4: 28 Jan 2019 |
|
|
|
Reading: |
Chapter 9: Planning for IMC Chapter 10: Establishing objectives and budgeting for the IMC program |
|
|
SESSION 5: IMC Messages, Creativity, and Message Strategies |
|
|
|
Lecture 5: 4 Feb 2019
Reading: |
Chapter 11: Message strategy and execution |
|
|
SESSION 6: Media Planning, Strategies and Evaluation |
|
|
|
Lecture 6: 11 Feb 2019 |
|
|
|
Reading: |
Chapter 12: Media: strategy and choices Chapter 13: Measuring the effectiveness of the IMC program |
|
|
SESSION 7: The Internet: Digital and Social Media |
|
|
|
Lecture 7: 18 Feb 2019 |
|
|
|
Reading: |
Chapter 3: Digital media Chapter 4: Social media |
|
|
SESSION 8: Marketing Communication Disciplines |
|
|
|
Lecture 8: 25 Feb 2019 |
|
|
|
Reading: |
Chapter 14: Direct marketing and personal selling Chapter 15: Public relations Chapter 16: Sales promotion |
|
|
SESSION 9: Social, Ethical, and Regulatory Aspects |
|
|
|
Lecture 9: 4 Feb 2019 |
|
|
|
Reading: |
Chapter 7: Social, ethical and regulatory aspects |
|
|
SESSION 10: Course Review & Final Group Presentations |
|
|
|
Lecture 10: 11 March 2019
|
|
|
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/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/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) 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 or if you are a Global MBA student contact globalmba.support@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
If you are a Global MBA student contact globalmba.support@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 - Capable of Professional and Personal Judgment and Initiative
Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.
This graduate capability is supported by:
Learning outcomes
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment task
- Class Participation
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
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment task
- Individual Report
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
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment tasks
- Class Participation
- Individual Report
- Interim Group Presentation
- Final Group Presentation
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
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment tasks
- Individual Report
- Interim Group Presentation
- Final Group Presentation
PG - Effective Communication
Our postgraduates will be able to communicate effectively and convey their views to different social, cultural, and professional audiences. They will be able to use a variety of technologically supported media to communicate with empathy using a range of written, spoken or visual formats.
This graduate capability is supported by:
Learning outcomes
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment tasks
- Interim Group Presentation
- Final Group Presentation
PG - Engaged and Responsible, Active and Ethical Citizens
Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues
This graduate capability is supported by:
Learning outcomes
- Critically evaluate promotional strategies to make informed, commercial business decisions around marketing communications activities
- Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making promotional decisions on behalf of the organisation
- Critically assess the complex market as well as ethical and environmental factors – both locally and globally – that impact on the organisation, for more responsible business decision-making
- Critically analyse target market opportunities to generate promotional strategies that not only achieve sales goals, but build long-term brand value
Assessment task
- Class Participation
Changes from Previous Offering
Group project assessment task is changed. Groups are now required to create their own IMC campaign addressing specific marking criteria.
Alignment with MGSM's mission-driven attributes
-
Leadership: Research provides evidence that support leadership within the organisation. Better research skills and a greater capacity to wield evidence support better leadership
-
Global Mindset: Research is a toolkit which is practiced around the world. This unit draws on examples of research from around the globe, and provides a skill that may be practiced world-wide
-
Citizenship: Research is an essential element supporting the way in which organisations discover and respond to the needs of their various stakeholders: customers, staff, shareholders, etc.
-
Creating Sustainable Value: Research is essential to the creation of value, it helps determine what customers want so that appropriate responses can be developed and delivered
Attendance Policy (MGSM)
The interactive environment of the classroom is central to the MGSM experience. Students are required to attend the full duration of all classes for the units in which they are enrolled. We recognise that exceptional circumstances may occur, such as unavoidable travel on behalf of your organization or the serious illness or injury of you or a close family member.
Special consideration may be given for a maximum of 20% non-attendance for such circumstances as long as lecturers are contacted in advance, and supporting documentation provided, to request exemption from attendance. Failure to abide by these conditions may result in automatic withdrawal, with academic and/or financial penalty. The full Student Attendance Policy is published in the MGSM Student Handbook at https://students.mgsm.edu.au/handbook.
Content disclaimer
These unit materials and the content of this unit are provided for educational purposes only and no decision should be made based on the material without obtaining independent professional advice relating to the particular circumstances involved.