Students
MKTG802 – Marketing Communications
2015 – S1 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Yimin Huang
Contact via 9850 8496
E4A room 450
TBA on iLearn
Yang Yang
Yang Yang
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
MKTG696
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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 a company's overall marketing mission and play a critical role in determining its success in the market. It accommodates both creative and analytical processes guided by a company's targeting and positioning strategies. This unit aims to provide you with an understanding of the various decisions and principles that marketing managers have to consider when developing communications strategies and action plans. An integrated perspective is adopted for this unit that allows you to analyse, design and evaluate the different roles of advertising, direct marketing, personal selling, public relations, sales promotion and event marketing. Relevant and up-to-date theories, concepts and practices in marketing communications will be provided and discussed in classes.
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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:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Advertising Critique | 30% | Week 3 to Week 10 | No | ||
| IMC Campaign Development | 30% | Week 5, 8, 11 and 13 | No | ||
| Final Exam | 40% | Examination period | No |
Advertising Critique
Due: Week 3 to Week 10
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assignment is based on individual work that requires students to present and submit a report on advertising critique. It brings real-life experiences to the learning about creative evaluation of advertisements, aiming to develop students’ critical, analytical and integrative thinking. Students will be randomly assigned to specific themes and present a rigorous and critical analysis of the advertisements that are chosen by students guided by the themes. Students are expected to develop logical and convincing arguments in regards to what are specific qualities that make this advertisement a good/bad one. Relevant theories/concepts in Marketing Communications may be applied as appropriate frameworks and perspectives in the discussion. This assignment will be due weekly from week 3 to week 10. Students are required to submit a softcopy of their presentation slides as well as a hardcopy of the presentation report before the lecture starts on the day of the presentation. Late submission will be subject to a penalty of 10% per 24 hours. Extention will not be considered until an application is submitted at least one week before the due date.
On successful completion you will be able to:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
IMC Campaign Development
Due: Week 5, 8, 11 and 13
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
The task in this assignment is to prepare a marketing communications plan in response to a brief. To undertake this task students are required to work in a group and complete four stages of work, including written reports and a group presentation. Group reports will be due on the lecture day in week 5, 8, 11 and 13. Students are required to submit a hardcopy of their group reports. Late submission will be subject to a penalty of 10% off every 24 hours. Extention will not be granted on all conditions.
On successful completion you will be able to:
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Final Exam
Due: Examination period
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
A 3-hour final examination for this unit will be held during the University Examination period. No early examination will be granted.
On successful completion you will be able to:
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Delivery and Resources
This unit will be delivered through 3 hours' face-to-face teaching per week for 13 weeks, consisting of lectures and tutorials. The textbook prescribed will be Principles of Integrated Marketing Communications by Lawrence Ang (2014). In addition, supplementary readings, including cases and journal articles, will be used in lectures.
Technologies Used and Required
Course materials, including lecture notes, project briefs and supplementary readings, will be available on iLearn at www.mq.edu.au/ilearn.
Students who experience technical problems accessing this page should contact Onehelp.
Timetable
The timetable for classes can be found on the University web site at:http://www.timetables.mq.edu.au/
Unit Schedule
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Lecture |
Readings |
Tutorial |
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Part I Overview of Marketing Communications |
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Week 1 (26th Feb) |
Introduction to the course
Introduction to Marketing Communications: its role in business, challenges and decisions |
Chapter 1, Textbook |
Breaking the ice |
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Week 2 (5th Mar) |
How to gain consumer insights? |
Chapter 2, Textbook;
Supplementary readings |
Forming groups
IMC campaign brief for the group project
Briefing on Advertising Critique;
Allocation of themes for Advertising Critique;
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Part II Planning Marketing Communications Campaigns |
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Week 3 (12th Mar) |
How to plan an IMC campaign: Positioning strategies for building brand equity
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Chapters 3, 13, Textbook |
Individual presentation on Advertising Critique (advertising for FMCG) |
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Part III Marketing Communications Tools and Evaluations |
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Week 4 (19th Mar) |
What to consider for an advertising campaign I: Media strategies in advertising |
Chapters 4, 5, Textbook |
Individual presentation on Advertising Critique (advertising in business-to-business marketing)
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Week 5 (26th Mar) |
What to consider for an advertising campaign II: Creative strategies in advertising |
Chapters 6,7, Textbook
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Individual presentation on Advertising Critique (application of appeals of humor, fear and sex in advertising)
Submission of Stage One report for IMC campaign development |
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Week 6 (2nd Apr) |
How about direct marketing, personal selling and sales promotion?
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Chapters 10,11, Textbook
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Individual presentation on Advertising Critique (creativity in advertising)
Feedback to Stage One Report
Briefing on Stage Two Report |
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Mid-Semester Break ( 3rd April---17th April) |
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Week 7 (23rd Apr) |
How about public relations, sponsorship and event marketing? |
Chapter 9
Supplementary Readings |
Individual presentation on Advertising Critique (advertising surrounding event sponsorship)
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Week 8 (30th Apr) |
Alternative marketing |
Chapter 8, Textbook
Supplementary readings |
Individual presentation on Advertising Critique (use of celebrity)
Submission of Stage Two report for IMC campaign development
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Week 9(7th May) |
Marketing Communications campaign evaluation |
Chapter 12, Textbook |
Individual presentation on Advertising Critique (advertising for social marketing)
Feedback to Stage Two Report Briefing on Stage Three presentation for IMC campaign development
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Part IV Special Topics in Marketing Communications |
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Week 10(14th May) |
Opportunities and challenges of New Media |
Supplementary readings |
Individual presentation on Advertising Critique (advertising with new media) |
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Part V Group Presentations |
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Week 11(21st May) |
Group Presentation on IMC Project (Stage 3) |
Briefing on Stage Four Report for IMC campaign development |
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Part VI Course Review |
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Week 12 (28th May) |
Course Review |
Feedback to Stage 3 presentation |
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Week 13(11th Nov.) |
Briefing on the final exam Submission of Final Report for IMC campaign development |
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of 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/support/student_conduct/
Results
Results shown in iLearn, 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.
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 improve your marks and take control of your study.
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
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
PG - Discipline Knowledge and Skills
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:
Learning outcomes
- An understanding of the elements of contemporary marketing communications, including the decisions, the strategies, the tools and the trends
- An ability to effectively communicate each component of the marketing communications campaign in both oral and written forms
Assessment tasks
- Advertising Critique
- IMC Campaign Development
- Final Exam
PG - Critical, Analytical and Integrative Thinking
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:
Learning outcomes
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
Assessment tasks
- Advertising Critique
- IMC Campaign Development
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- A capacity of identifying and analysing marketing communications problems as well as devising sound and practical solutions
- An appreciation of the need to plan marketing communications in a comprehensive and integrated manner
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
Assessment tasks
- Advertising Critique
- IMC Campaign Development
Changes from Previous Offering
This unit will continue to use the same textbook, but a different set of supplementary readings and cases will be used to update the course materials.
Research and Practice
This unit will refer to latest research findings in lectures and include journal articles in the list of supplimentary readings. Students are required to complete a research-intensive report as part of the requirement for the group project.