Students
MKTG802 – Marketing Communications
2016 – S3 External
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor / Lecturer
Cathy Ying Xu
Contact via cathy.xu@mq.edu.au
Initial consultation by email, then if required by appointment at mutually convenient time.
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
General Assessment Information
All assessments will be submitted electronically via turnitin on iLearn.
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Assessed Coursework | 30% | Wednesdays in Week 1, 3 & 5 | No | ||
| Case Study | 30% | Wednesdays in Weeks 2 & 4 | No | ||
| IMC Project | 40% | Wednesdays in Weeks 3, 5 & 6 | No |
Assessed Coursework
Due: Wednesdays in Week 1, 3 & 5
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assessment is based on students' individual work. It aims to develop students’ critical, analytical and integrative thinking, as well as communication skills.
Every Monday in Week 1, 3 & 5, there will be a new topic uploaded onto the Discussion Forum in iLearn. This online discussion forum will be closed at 5pm Wednesday (Sydney time) of the week. In total, there will be 3 topics to be discussed on the forum, 10 marks for each topic (10% x 3).
Students will be assessed on their quality and quantity of contribution to the discussion on each topic. These discussions are interactive and there is no limit of how many posts/comment a student can add online. However, students will be assessed not only in terms of how active they are in these discussions but also the quality of comment and argument, including relevance to the given topic, logical flow of ideas and appropriate use of theories/concepts in marketing communications. A respectful and collegiate manner is required in class discussion.
No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for disruption of studies is made and approved.
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
- 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
Case Study
Due: Wednesdays in Weeks 2 & 4
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assessment is based on students' individual work. It brings real-life topics to the learning of how marketing communications could be practised in a strategic way. Two integrated marketing communication (IMC) cases, together with case questions, will be assigned to the class for students to investigate, analyze and report on (15% for each case analysis report). Students are expected to answer all the assigned questions in each case. A maximum 3-page report (12 font, 1.5 line space) should be submitted through Turn-it-in before the due date for each case study. The two case analysis reports will be due by 5pm, 14th December (Wednesday in Week 2) and 5pm, 11th January (Wednesday in Week 4) (Sydney time) respectively.
No extensions will be granted. 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 (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved.
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
IMC Project
Due: Wednesdays in Weeks 3, 5 & 6
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assessment requires student to individually prepare a marketing communications plan in response to a brief. There are 3 stages of work involved in this project, each of which covers different steps in preparing for an IMC campaign. Detailed project brief will be provided as a separate document available on iLearn.
All the three reports should be submitted via Turn-it-in:
- Stage 1 report (10%) will be due by 5pm, 4th January (Wednesday in Week 3);
- Stage 2 report (15%) will be due by 5pm, 18th January (Wednesday in Week 5);
- Stage 3 report (15%) will be due by 5pm, 25th January (Wednesday in Week 6).
No extensions will be granted. 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 (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved.
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 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
Delivery and Resources
Learning and teaching activities
This unit will be delivered online in an intensive mode over a 5-week period. Students are expected to study following the unit guide, weekly study instructions and assessment requirements posted on iLearn (https://ilearn.mq.edu.au/login/index.php).
The slides for the text and video lessons will be placed on iLearn weekly. During the course, all students are expected to closely follow the updates of topics, and to participate in, contribute to and develop a discussion surrounding the given topic.
To access the timetable, please go to: http://students.mq.edu.au/student_admin/timetables
Technology used and required
Technology used: iLearn. Please ensure that you have access to a personal computer and internet so you are able to use iLearn. Students will find resources to assist their study on iLearn, including lecture videos, lecture notes and other resources. Please check iLearn regularly for announcements.
Textbook prescribed
Ang, Lawrence (2014) Principles of Integrated Marketing Communications, 1st Edition, Cambridge University Press.
Case materials
Case materials will be posted on iLearn as required.
Supplementary readings
The supplementary readings related to the weekly theme will be pre-posted on iLearn in the corresponding week. Students are expected to read the materials before class and bring their ideas to the discussion forums.
What is expected from students?
To achieve the intended learning outcomes, students are expected to ...
- view weekly lecture video, review lecture slides and read corresponding book chapters (and supplementary readings if applicable), prior to joining in the class discussion on iLearn;
- actively contribute to the discussion forums on iLearn by the due date of the week;
- observe real-life examples of IMC and demonstrate your experience and knowledge through class discussions and assignments;
- follow the instructions for assessments in the unit guide and as posted on iLearn.
To complete the unit satisfactorily, students must achieve a minimum overall score of 50 marks out of 100.
Unit Schedule
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Week |
Topic |
Readings |
Assessment |
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Part I Overview of Marketing Communications |
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1
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• What is MKTG802? • What is Integrated Marketing Communications (IMC)? • How to gain consumer insights?
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Chapters 1 & 2, Textbook; Supplementary readings
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• Week 1 topic for class discussion announced in the discussion forum on iLearn (due by 5pm, Wednesday of the week); • Case Analysis 1 materials and questions announced on iLearn; • IMC Project topics and briefs announced on iLearn. |
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Part II Planning Marketing Communications Campaigns |
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2
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• How to plan an IMC campaign: positioning strategies for building brand equity?
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Chapters 3 & 13, Textbook; Supplementary readings |
• Case Analysis 1 due by 5pm, 14th December (Wednesday). |
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Part III Marketing Communications Tools and Evaluations |
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3
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• What to consider for an advertising campaign: creative and media decisions ?
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Chapters 4,5,6 & 7, Textbook
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• Week 3 topic for class discussion announced on iLearn (due by 5pm, Wednesday of the week); • Stage 1 report for the IMC Project due by 5pm, 4th January (Wednesday). |
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4
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• How about direct marketing, sales promotion and public relations? |
Chapters 9,10 & 11, Textbook
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• Case Analysis 2 due by 5pm, 11th January (Wednesday). |
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5
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• What is alternative marketing? • How to evaluate an IMC campaign?
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Chapters 8 & 12, Textbook
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• Week 5 topic for class discussion announced on iLearn (due by 5pm Wednesday of the week); • Stage 2 report* for the IMC Project due by 5pm, 18th January (Wednesday). |
*Note: Stage 3 report for the IMC Project due by 5pm, 25th January (Wednesday in Week 6).
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
New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/
Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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://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.
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
Assessment tasks
- Assessed Coursework
- Case Study
- IMC Project
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
- Case Study
- IMC Project
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
- Development of the analytical and creative skills necessary to prepare a marketing communications plan
Assessment tasks
- Assessed Coursework
- Case Study
- IMC Project
Changes from Previous Offering
There is no material changes from the external provision in S3, 2015 for this unit, although assessment tasks have been amended following the new faculty policy for Learning and Teaching.
Global and Sustainability
This unit examines global context through case studies and literature review.
Research and Practice
This unit requires students to conduct secondary research for their individual case analyses and marketing communication project. Journal articles published in relevant topical areas will be used in lectures as supplementary readings.