Students
MKTG8002 – Marketing Communications
2021 – Session 1, Special circumstances
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.
To check the availability of face-to-face and online 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
Unit Convenor
Yimin Huang
Contact via stephanie.huang@mq.edu.au
147, 3 Management Drive
2pm-3pm, Monday (Zoom Consultation, Link available on iLearn)
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
Admission to MMktg or MKTG696 or MKTG6096 or MGNT607 or MGNT609 or MKTG6009
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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. |
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 and technically to potential audiences.
General Assessment Information
“Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. 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. Late submissions will not be accepted after solutions have been discussed and/or made available.
Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Advertising Critique | 20% | No | Week 7 |
| Quiz | 20% | No | From Week 2 to Week 10 |
| IMC Campaign Development | 60% | No | Week 13 |
Advertising Critique
Assessment Type 1: Presentation
Indicative Time on Task 2: 20 hours
Due: Week 7
Weighting: 20%
This individual assignment brings real-life experiences to the learning about creative evaluation of advertisements, aiming to develop students’ critical, analytical and integrative thinking. Students are required to select an advertisement according to the theme provided in the lecture and critically evaluate it and present their evaluation to the class. Length: 4 minutes presentation and a summary report of 200 words.
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 and technically to potential audiences.
Quiz
Assessment Type 1: Quiz/Test
Indicative Time on Task 2: 3 hours
Due: From 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 materials 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 and technically to potential audiences.
IMC Campaign Development
Assessment Type 1: Project
Indicative Time on Task 2: 30 hours
Due: Week 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. Lenght: 2000 words.
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 and 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
MKTG8002 will be delivered as a blended learning experience with a combination of pre-recorded lectures, online activities and 90-minute weekly 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. Your learning activities and assessment tasks will be facilitated by learning technologies and tools such as Echo360, Turnitin and Zoom.
Textbook:
Lawrence Ang (2020), Principles of Integrated Marketing Communications (2nd Edition), Cambridge University Press
Supplementary Readings for each week are available on iLearn.
Unit Schedule
Please refer to iLearn for the Unit Schedule.
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). 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
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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.
Changes from Previous Offering
The textbook used in S1 2021 is a new version of the textbook that was used in previous offerings.
Unit information based on version 2021.04 of the Handbook