Students

MKTG2004 – Integrated Marketing Communications

2021 – Session 2, Special circumstances

Session 2 Learning and Teaching Update

The decision has been made to conduct study online for the remainder of Session 2 for all units WITHOUT mandatory on-campus learning activities. Exams for Session 2 will also be online where possible to do so.

This is due to the extension of the lockdown orders and to provide certainty around arrangements for the remainder of Session 2. We hope to return to campus beyond Session 2 as soon as it is safe and appropriate to do so.

Some classes/teaching activities cannot be moved online and must be taught on campus. You should already know if you are in one of these classes/teaching activities and your unit convenor will provide you with more information via iLearn. If you want to confirm, see the list of units with mandatory on-campus classes/teaching activities.

Visit the MQ COVID-19 information page for more detail.

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Dr. Kay Naumann
Contact via Email
All consultations done via zoom
Monday 1pm-2pm via zoom link on ilearn
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 submissions of assignments:

Sometimes unavoidable circumstances occur that might prevent you from submitting an assignment on time and, in that case, you may be eligible to lodge a Special Consideration request.

Unless a Special Consideration request has been submitted and approved, please note that no extensions to assignment deadlines will be granted. Assignments that are submitted late will attract a late penalty:

 

  1. 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.
  2. No assignment will be accepted more than 72 hours after the due date and time (incl. weekends) after the original due date.
  3. No late submissions will be accepted for timed assessments (e.g., quizzes, online tests) or for tasks with a weighting of 10% or less of the total unit assessment.

Assessment Tasks

Name Weighting Hurdle Due
Report 20% No Week 7
Pitch Project - Report 30% No Week 13
Quiz/Test 40% No Weeks 3, 5, 7, 9, 12
Pitch Project - Presentation 10% No Weeks 10 & 11

Report

Assessment Type 1: Report
Indicative Time on Task 2: 26 hours
Due: Week 7
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.

Quiz/Test

Assessment Type 1: Quiz/Test
Indicative Time on Task 2: 2 hours
Due: Weeks 3, 5, 7, 9, 12
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: Weeks 10 & 11
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.

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, and tutorials are one hour and are either online or half face-to-face. 
  • Prescribed text: Principles of Integrated Marketing Communications, by Lawrence Ang, Cambridge University Press 2014.

Unit Schedule

Please refer to unit schedule on 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.