Students

MKTG2004 – Integrated 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

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Lawrence Ang
Contact via Via email
Wednesday 4pm-6pm
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 1000 level or above including MKTG1001 or MKTG101
Corequisites Corequisites
MKTG1003 or MKTG203
Co-badged status Co-badged status
Unit description Unit description

The ability to effectively communicate and persuade consumers is a major challenge facing marketers. Aside from clutter, consumers are also getting busier. The rise of social media also means that consumers are now more subtly influenced by their friends, and with the rise in multi-channel marketing, consumers expect a seamless experience when interacting with organisations. Being able to communicate the right message to the right people at the right time, using the right channels in an integrated fashion, is crucial to the success of any marketing communications. This unit develops students’ knowledge of the principles and practices of integrated marketing communications. It covers planning processes, tools of marketing communications, creativity and media planning, among others. Students gain knowledge about developing and implementing effective integrated marketing communications campaigns.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Identify and define key terms, concepts, frameworks and models of marketing communications.
  • ULO2: Employ creative thinking techniques to solve problems, both as an individual and in a group.
  • ULO3: Develop an effective integrated marketing communications plan.
  • ULO4: Conduct communication research in the field, analyse and interpret the results.

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
Quiz/Test 40% No Weeks 3,5,8,10 and 13
Pitch Project - Presentation 10% No Week 6
Report 20% No Week 9
Pitch Project - Report 30% No Week 13

Quiz/Test

Assessment Type 1: Quiz/Test
Indicative Time on Task 2: 2 hours
Due: Weeks 3,5,8,10 and 13
Weighting: 40%

Students are required to complete up to five open-book quizzes online. Each quiz is worth 8%


On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.

Pitch Project - Presentation

Assessment Type 1: Presentation
Indicative Time on Task 2: 5 hours
Due: Week 6
Weighting: 10%

 

Students will give a 3-5 minute online or face-to-face presentation, with their group members. The main objective of this presentation is to articulate the viability of the plan in fulfilling the objective(s) in the outlined brief. Students will be individually assessed on their presentation skills.

 


On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Employ creative thinking techniques to solve problems, both as an individual and in a group.
  • Develop an effective integrated marketing communications plan.

Report

Assessment Type 1: Report
Indicative Time on Task 2: 26 hours
Due: Week 9
Weighting: 20%

 

Students will be required to collect field data (worth 5%), analyse and interpret their results and draw implications on communication effectiveness in a well-written assignment (worth 15%).

 


On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Develop an effective integrated marketing communications plan.
  • Conduct communication research in the field, analyse and interpret the results.

Pitch Project - Report

Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Week 13
Weighting: 30%

 

Students will work in groups on a creative brief. The main objective of this brief is to produce a group report (worth a total of 20%) that shows an effective and well-articulated IMC plan. The objective of the report is to help students integrate their critical thinking and writing skills. The remaining 10% will be a peer assessment where students will assess each other for their group participation, engagement and involvement.

 


On successful completion you will be able to:
  • Identify and define key terms, concepts, frameworks and models of marketing communications.
  • Employ creative thinking techniques to solve problems, both as an individual and in a group.
  • Develop an effective integrated marketing communications plan.

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 Learning Skills Unit 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

Mode of delivery: All lectures are pre-recorded, but half the tutorials are online and half face-to-face. 

Required text: Ang, Lawrence (2021) Principles of Integrated Marketing Communications. An evidence-based approach.  Cambridge University Press.

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:

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/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 Enquiry Service

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

Equity 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.

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.