Students
MKTG7002 – Marketing Communications
2020 – Session 2, Special circumstance
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Dr. Stephanie Yimin Huang
Contact via stephanie.huang@mq.edu.au
2pm-3pm, Tuesday (Zoom Consultation)
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| Credit points |
Credit points
10
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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 an organization’s overall marketing activities and play a critical role in determining its success in the market. Today, marketing professionals face new opportunities, but also significant challenges in communicating with consumers in an evolving media landscape and dynamic interactions between consumers and brands.
This unit develops students’ skills to apply marketing communications theories and concepts to identify and analyse firms marketing communications. Students will learn to obtain and analyse data and interpret findings to make evidence-based decisions for planning effective marketing communications campaigns. Students will learn to communicate marketing communications ideas orally and in written forms to potential audiences.
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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:
- ULO1: Apply marketing communications theories and concepts to identify and analyse firms’ marketing communications.
- ULO2: Obtain and analyse data and interpret findings to make evidence-based decisions for planning effective marketing communications campaigns.
- ULO3: Communicate marketing communications ideas professionally (or technically) to potential audiences.
- ULO4: Synthesise relevant literature streams and conduct a research project
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Research paper | 20% | No | Week 14 |
| IMC Campaign Development | 60% | No | Weeks 5, 9 and 13 |
| Quizz | 20% | No | Week 2 to Week 10 |
Research paper
Assessment Type 1: Literature review
Indicative Time on Task 2: 20 hours
Due: Week 14
Weighting: 20%
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.
On successful completion you will be able to:
- Communicate marketing communications ideas professionally (or technically) to potential audiences.
- Synthesise relevant literature streams and conduct a research project
IMC Campaign Development
Assessment Type 1: Project
Indicative Time on Task 2: 40 hours
Due: Weeks 5, 9 and 13
Weighting: 60%
This is an individual assignment that requires students to prepare a marketing communications plan in response to a brief. This assignment targets the development of students; problem-solving, research and analytical skills.
On successful completion you will be able to:
- Apply marketing communications theories and concepts to identify and analyse firms’ marketing communications.
- Obtain and analyse data and interpret findings to make evidence-based decisions for planning effective marketing communications campaigns.
- Communicate marketing communications ideas professionally (or technically) to potential audiences.
Quizz
Assessment Type 1: Quiz/Test
Indicative Time on Task 2: 3 hours
Due: Week 2 to Week 10
Weighting: 20%
Weekly quizzes will be built on weekly teaching materials to ensure students devote quality time to readings teaching materails and learning is not interrupted.
On successful completion you will be able to:
- Apply marketing communications theories and concepts to identify and analyse firms’ marketing communications.
- Obtain and analyse data and interpret findings to make evidence-based decisions for planning effective marketing communications campaigns.
- Communicate marketing communications ideas professionally (or technically) to potential audiences.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
MKTG7002 will be delivered online with a combination of pre-recorded lectures and weekly Zoom workshops for activities. All the course materials, including lecture recordings, required readings as well as assessment briefs and support, are available on the iLearn site for this unit. All of your learning activities and assessment tasks will take place in iLearn using learning technologies and tools such as Echo360, Turnitin and Zoom. You will not be required to attend campus for any of your learning activities or assessment tasks until further notice.
Textbook:
Lawrence Ang (2014), Principles of Integrated Marketing Communications, Cambridge University Press
Supplementary Readings for each week are available on iLearn.
Unit Schedule
Please refer to iLearn.
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.)
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 help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
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.