Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Scott Koslow
E4A 637
4-6 Tuesdays
James Robinson
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
MGSM820 or MGNT607
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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 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.
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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 | Hurdle | Due |
---|---|---|---|
Individual Report | 40% | No | Day before class, week 10 |
Case Write Ups | 20% | No | Weeks 1-10 |
Case Oral Communications | 40% | No | Weeks 1-10 |
Due: Day before class, week 10
Weighting: 40%
In this assessment task students critically analyze and discuss several existing advertising campaigns of their own choice (it can be any product or service category in any industry). The purpose is to allow students to explore the differences between better or worse advertising campaigns.
Students are to identify three "good" advertising campaigns and three "bad" advertising campaigns. As for what an "advertising campaign" is defined as, use a "wide" definition of advertising. Once the six campaigns are identified, students are to explain what differentiates the "good" ones from the "bad" ones.
Students need to explain the campaigns, and this goes into an appendix. The main report, however has a word limit of 3000 words. Students can focus on issues like insight, strategy, segmentation, targeting, positioning, objectives, branding and other issues discussed in the unit.
Due: Weeks 1-10
Weighting: 20%
Although we will analyse ten cases orally during the session, you will write up two cases prior to the discussion in class. As for which two, it is your choice, but write ups are due prior to the corresponding case discussion. It is recommended, however, that you choose cases from the second half of the unit so you understand better how to approach cases.
Prior to the case seminar, you need to write up discussion of the following points:
You are recommended to use those above two dot-points as headings in your write up. Bullet points are appreciated. 1500 words maximum for each of the two cases.
Due: Weeks 1-10
Weighting: 40%
Case oral communication refers to the student's oral contributions to case analysis during the in-class case discussion. These cases will be analyzed in seminar in the case analysis tradition. You are required to be physically present at the case discussion for all ten cases in this unit. You are also expected to orally communicate in those discussions.
All students are marked on their oral communication in the case discussions. Merely attending will not get high (or even passing) marks. Details on marking available on iLearn.
Cases available on iLearn.
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.
MGSM iLearn
The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MGSM
Week |
Topic |
Textbook Chapters |
Cases |
Other Readings |
1 |
Advertising Development Process |
1, 5 & 6 |
British Airways |
Tevi and Koslow 2018 |
2 |
Segmentation, Targeting and Positioning |
2 |
Suzuki |
Parker, Ang and Koslow 2018 |
3 |
Creative Development |
11 |
Mountain Dew |
Reinartz and Saffert 2013; Kover and Goldberg 1995 |
4 |
Marketing Clients |
7 |
The Gillette Company: Dry Idea |
Koslow 2015; Koslow, Sasser and Riordan 2006 |
5 |
Advertising Agencies |
8 |
Amelia Rogers at Tassani Communications |
Sasser and Koslow 2012 |
6 |
Sales Promotion |
16 |
Kingford Charcoal |
Gardener and Trivedi 1998 |
7 |
Integrated Marketing Communications |
9 & 10 |
US Army |
Sasser, Koslow and Riordan 2007; Tevi, Koslow and Parker 2018 |
8 |
Viral Marketing |
12 & 13 |
Pepsi-Lipton Brisk |
Ewing, Stewart, Mather and Newton 2014 |
9 |
Digital and Social Media |
3 & 4 |
Hunger Games: Catching Fire |
Powers, Advincula, Austin and Graiko 2012; "Effective Social Strategy Report: Lessons from the 2018 WARC Awards"; Schivinski, Christodoulides and Dabrowski 2016 |
10 |
Native Advertising |
14 & 15 |
BuzzFeed |
"Native Advertising" Oct 2018; Stipp 2018 |
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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:
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:
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This graduate capability is supported by:
This unit has been extensively revised to make it more activity-based rather than lecture-based. The individual report has been updated. Cases have been added. Readings have been added.
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
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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.
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