Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Lawrence Ang
Contact via Email
Room 638
Thursday 1-2 pm
Tutor
Camille Singh
Contact via Email
E4B 104
Thursday 1-2 pm
Tutor
Joe Pitt
Contact via Email
E4B 104
Thursday 1-2 pm
Tutor
John Parker
Contact via Email
E4B 104
Thursday 1-2 pm
Tutor
Anna Sahgal
Contact via Email
E4B 104
Thursday 1-2 pm
|
---|---|
Credit points |
Credit points
3
|
Prerequisites |
Prerequisites
MKTG101
|
Corequisites |
Corequisites
|
Co-badged status |
Co-badged status
|
Unit description |
Unit description
This unit introduces students to the principles and practice of integrated marketing communications. Designed to encourage active learning, this unit covers integrated marketing communications planning process; tools of marketing communications (e.g., advertising, sales promotions, personal selling, social influence, direct marketing, and marketing-oriented public relations); principles of brainstorming, creativity and media planning; and the evaluation of communication effectiveness. The major learning outcomes are as follows - students will be able to define key terms and concepts; know the principles of creativity and media planning; be able to develop an effective integrated marketing communications plan and to conduct advertising research, analyse and interpret the results. These skills are essential for anyone planning to work in the Marketing Communications industry.
|
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
---|---|---|---|
Assessed Coursework | 40% | No | Starting in week 3 |
Pitch Project | 40% | No | Sunday, Week 10 (11.59pm); |
Individual Assignment | 20% | No | Sunday, week 5 & 9 (11.59pm). |
Due: Starting in week 3
Weighting: 40%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Students are required to complete up to five open-book quizzes. Each quiz is worth 8%
**Note: Each quiz takes place in the tutorial on weeks 3, 5, 8,10 and 13.
Please ensure that you come early for each tutorial.
Due: Sunday, Week 10 (11.59pm);
Weighting: 40%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Students will form or be assigned to a group in tutorials. Each group will work on a creative brief with the main objective of developing an effective and well-articulated IMC plan. The write-up and presentation will be evaluated.
Submission:
Each group must:
Turnitin their group 's pitch project (PDF or MS Word) via iLearn (https://ilearn.mq.edu.au/login/MQ/) by the due date as specified on iLearn (i.e. Sunday of week 10 at 11.59pm) . Failure to do so will attract zero for this assessment task.
Submit a soft copy of the group's PowerPoint pitch presentation on a CD-ROM or USB stick in a clearly labelled envelope (in tutorial class, week 11).
Submit a hard copy of the pitch project (in tutorial class, week 11).
Submit mindscribe journals of all team members in a clearly labelled enveloped (in tutorial class, week 11).
Each team member must also submit an electronic peer assessment form (in tutorial class, week 11). Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for more information. Failure to do so will result in zero for this assessment task.
To encourage consistent work, each team will submit 3 small component as part of the pitch project: a. brand name suggestions (due in week 3); b. positioning statement (due in week 4); c. draft of media plan (due in week 6); d. draft of creative strategy document (due in week 8). These components will be submitted in the tutorial class.
50% of this assessment task will be marked at the individual level.
Late submission:
Your mark will be posted on iLearn (https://ilearn.mq.edu.au/login/MQ/) after peer assessments from all groups have been received. The weight of peer assessment will affect your individual total mark of the pitch project. The decision is final.
This Assessment Task relates to the following Learning Outcomes:
• Identify and define key terms, concepts, frameworks and models of marketing communications. • Know the principles of brainstorming and creativity. • Develop an effective integrated marketing communications plan in a collaborative manner
Due: Sunday, week 5 & 9 (11.59pm).
Weighting: 20%
This Unit Guide aims to provide only an overview of this assessment task. Refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for detailed information including standards and marking criteria.
Each student has to write a reflective, fully-referenced, integrative assignment for this task. Each student is expected to collect field data (worth 5%), analyse, interpret the results and draw implications on communication effectiveness in a well-written assignment (worth 15%). The total is 20% (i.e. 5% + 15%).
Submission:
1. Each student must also complete their data collection for this assignment by Week 5 (tutorial class).
2. The assignment, including all analyses is due on Sunday of week 9, 11.59pm.
Refer to the Assessment Criteria document for more information on iLearn (https://ilearn.mq.edu.au/login/MQ/).
Late submission:
Your mark will be posted on iLearn (https://ilearn.mq.edu.au/login/MQ/).
This Assessment Task relates to the following Learning Outcomes: • Identify and define key terms, concepts, frameworks and models of marketing communications. • Conduct communication research in the field, analyse and interpret the results.
None
Unit Web Page
The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MQ/
The following is what is expected from students:
Read each chapter of the text and take the quiz starting in week 3.
Prepare case studies and assigned homework for seminars and tutorials; follow current developments in the market place; be able to apply concepts in seminars and tutorial exercises; respond to questions raised during seminars; demonstrate enthusiasm for the subject; attend all group meetings; keep a diary and a “mindscribe” notebook of evolving concepts for their pitch project.
Week |
Seminar |
Readings for seminar |
Activities in tutorials |
Readings |
1 |
Defining Integrated Marketing Communications
|
Chapter 1 |
No tutorial in week 1
|
Read chapter 1 |
2 |
Generating consumer insights
|
Chapter 2, |
Before class:
In class:
|
Read chapter 2 |
3 |
Brand Positioning
|
Chapter 3
|
Before class:
In class:
|
Chapter 3 Read this chapter |
4 |
Media Planning and Budgeting in Advertising
|
Chapter 4 |
Before class:
In class:
|
Chapter 4 Read this chapter |
5 |
Traditional and Digital Media
|
Chapter 5 |
Before class:
In class:
|
Chapter 5 Read this chapter |
6 |
Advertising Creativity
|
Chapter 6 |
Before class:
In class:
|
Chapter 6 Read this chapter |
7 |
Planning and Executing the Creative Appeal
|
Chapter 7 |
Before class:
In class:
|
Chapter 7 Read this chapter |
8 |
Social Influence
|
Chapter 8 |
Before class:
In class:
|
Chapter 8 Read this chapter |
9 |
Public relations, corporate reputation and sponsorship
|
Chapter 9 |
Before class:
In class:
|
Chapter 9 Read this chapter |
10 |
Influence in Personal Selling
|
Chapter 10 |
Before class:
In class:
|
Chapter 10 Read this chapter |
11 |
Direct Marketing and Sales Promotions
|
Chapter 11 |
Before class:
In class:
|
Chapter 11 Read this chapter |
12 |
Advertising Testing and Campaign Tracking
|
Chapter 12 |
Before class:
In class:
|
Chapter 12 Read this chapter |
13 |
Teaching Evaluation, Course summary & wrap up |
Chapters 13 |
Before class:
In class:
|
Chapter 13 Read these chapter |
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_2016.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 (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
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.
The nature of scholarly endeavour, dependent as it is on the work of others, binds all members of the University community to abide by the principles of academic honesty. Its fundamental principle is that all staff and students act with integrity in the creation, development, application and use of ideas and information. This means that:
Further information on the academic honesty can be found in the Macquarie University Academic Honesty Policy at http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
Macquarie University uses the following grades in coursework units of study:
Grade descriptors and other information concerning grading are contained in the Macquarie University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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.
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
There are no major changes
• This unit uses research by Lawrence Ang: Principles of Integrated Marketing Communications, Cambridge University Press, 2014
• This unit gives you practice in applying research findings in your assignments
• This unit gives you opportunities to conduct your own research.
• Examples from different countries as well as sustainability practices are discussed throughout the course.