Students

MKTG802 – Marketing Communications

2019 – S1 Day

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Senior Lecturer in Marketing
Yimin Huang
stephanie.huang@mq.edu.au
Contact via stephanie.huang@mq.edu.au
450, E4A
11am-12pm, Monday
Credit points Credit points
4
Prerequisites Prerequisites
MKTG696 or MGNT607 or admission to MMktg
Corequisites Corequisites
Co-badged status Co-badged status
This unit is co-badged with MKTG702.
Unit description Unit description
Marketing communications are an integral part of an organization’s overall marketing activities and play a critical role in determining its success in the market. Today, marketing professionals face new opportunities, but also significant challenges in communicating with consumers in an evolving media landscape and dynamic interactions between consumers and brands. This unit develops students’ knowledge of the principles and practices that marketers have to consider when developing marketing communications plans. Students will learn how to analyse, design and evaluate different marketing communications for different target audiences. The unit focuses developing students’ knowledge of the design and execution of research-based, audience-focused, results-driven marketing communications campaigns.

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:

  • Explain and evaluate the elements of contemporary marketing communications for judgement of evolving marketing trends in diverse contexts.
  • Apply coherent knowledge of contemporary marketing communications theories and concepts to identify, analyse and solve marketing communications problems
  • Obtain and analyse data and interpret findings to making evidence-based decisions for planning effective marketing communications campaigns
  • Effectively communicate diverse marketing communications ideas in both oral and written forms to potential audiences

Assessment Tasks

Name Weighting Hurdle Due
Advertising Critique 20% No Week 3 and on
IMC Campaign Development 40% No Week 4, 7,9,11 and 13
Final Exam 40% No TBD

Advertising Critique

Due: Week 3 and on
Weighting: 20%

This individual assignment brings real-life experiences to the learning about creative evaluation of advertisements, aiming to develop students’ critical, analytical and integrative thinking. Students are required to select an advertisement according to the theme provided in the lecture and to develop logical and convincing arguments in regards to what are specific qualities that make this advertisement a good/bad one in the form of individual presentation and report. Please submit the report via Turnitin Link in iLearn.

Please refer to the iLearn unit page for details of this assignment.

No late submission is allowed unless a special consideration is granted for this assignment.
On successful completion you will be able to:
  • Explain and evaluate the elements of contemporary marketing communications for judgement of evolving marketing trends in diverse contexts.
  • Apply coherent knowledge of contemporary marketing communications theories and concepts to identify, analyse and solve marketing communications problems
  • Obtain and analyse data and interpret findings to making evidence-based decisions for planning effective marketing communications campaigns
  • Effectively communicate diverse marketing communications ideas in both oral and written forms to potential audiences

IMC Campaign Development

Due: Week 4, 7,9,11 and 13
Weighting: 40%

Th is a group assignment that requires student groups to prepare a marketing communications plan in response to a brief. This assignment targets the development of students' problem-solving, research and analytical skills.  To undertake this task students are required to complete 4 stages of work presented in reports and a group presentation. 50% of this group project will be assessed individually.  A peer review will be conducted at the completion of this project, the result of which will help to determine individual scores for the group project. 

Please submit reports via Turnitin Link in iLearn.

Please refer to the iLearn unit page for details of this group assignment.

No extensions will be granted for this assignment unless special consideration is applied and approved. Late submission will be subject to 10% off every 24 hours except for cases in which an application for special consideration is made and approved.
On successful completion you will be able to:
  • Apply coherent knowledge of contemporary marketing communications theories and concepts to identify, analyse and solve marketing communications problems
  • Obtain and analyse data and interpret findings to making evidence-based decisions for planning effective marketing communications campaigns
  • Effectively communicate diverse marketing communications ideas in both oral and written forms to potential audiences

Final Exam

Due: TBD
Weighting: 40%

A final examination is included as an assessment task for this unit to provide assurance that:

  1. the product belongs to the student and
  2. the student has attained the knowledge and skills tested in the exam.

A 3-hour final examination for this unit will be held during the University Examination period.

No early final examination will be granted. Supplementary final examination might be organized based on the evaluation of a proper application for special consideration submitted before the final examination.
On successful completion you will be able to:
  • Explain and evaluate the elements of contemporary marketing communications for judgement of evolving marketing trends in diverse contexts.
  • Effectively communicate diverse marketing communications ideas in both oral and written forms to potential audiences

Delivery and Resources

Number and length of classes: 3 hours’ face-to-face teaching per week for 13 weeks consisting of lectures and student presentations The timetable for classes can be found on the University web site at http://www.timetables.mq.edu.au/.

Prescribed Textbook (The prescribed textbook can be purchased from the Macquarie University Co-op Bookshop):

Ang, Lawrence (2014), Principles of Integrated Marketing Communications, Cambridge University Press

Recommended Texts • Hill, Sam and Glenn Rifkin (1999), Radical Marketing, HarperPerennial • Bedbury, Scott and Stephen Fenichell (2002), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century, Penguin Group • Kim, Chan and Renee Mauborgne (2005), Blue Ocean Strategy, Harvard Business School Press

Supplementary readings: These readings will be posted on the iLearn unit page.

Unit Webpage Course materials, including lecture notes, supplementary readings, project briefs and course related announcements, are available on iLearn at http://ilearn.mq.edu.au.

Unit Schedule

Week

Lecture

Readings

Tutorial

Part I Overview of Marketing Communications

1

Introduction to the course

 

Introduction to Marketing Communications: its role in business, challenges and decisions

Chapter 1, Textbook

Breaking the ice

2

How to gain consumer insights?

Chapter 2, Textbook;

 

 

Supplementary readings

Grouping

 

IMC campaign brief for the group project

 

Briefing on Advertising Critique;

 

Allocation of themes for Advertising Critique;

 

 

Part II Planning Marketing Communications Campaigns

3

How to plan an IMC campaign: Positioning strategies for building brand equity

 

Chapters 3, 13, Textbook

Individual presentation on Advertising Critique

Part III Marketing Communications Tools and Evaluations

4

What to consider for an advertising campaign I: Media strategies in advertising

Chapters 4, 5, Textbook

Individual presentation on Advertising Critique

 

Submission of Stage 1 report of major group project

5

What to consider for an advertising campaign II: Creative strategies in advertising

Chapters 6,7, Textbook

 

Individual presentation on Advertising Critique

 

Feedback to Stage 1 Report

 

Briefing on Stage 2 Report

6

How about direct marketing, personal selling and sales promotion?

Chapters 10,11, Textbook

 

Individual presentation on Advertising Critique

 

7

How about public relations, sponsorship and event marketing?

Chapter 9, Textbook

 

Supplementary Readings

Individual presentation on Advertising Critique

 

Submission of Stage 2 report

Mid-Semester Break

8

Alternative marketing

Chapter 8, Textbook

Feedback to Stage 2 Report

 

Briefing on Stage 3 Report and Presentation

9

 

Marketing Communications campaign evaluation 

Chapters 12, Textbook

 

Supplementary readings

Individual presentation on Advertising Critique (advertising for social marketing)

 

Submission of Stage 3 Report (individual)

Part IV Special Topics in Marketing Communications

10

Opportunities and challenges of New Media

Supplementary readings

Individual presentation on Advertising Critique

(advertising with new media)

 

Feedback to Stage 3 report

 

Briefing on Stage 4 Report

Part V Group Presentations

11

Group Presentation on IMC Project (Stage 3)

 

Part VI Course Review

12

Course Review

 
13 Briefing on the final exam Submission of Final Report of the group project

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:

Undergraduate 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/study/getting-started/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 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

If you are a Global MBA student contact globalmba.support@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

  • Explain and evaluate the elements of contemporary marketing communications for judgement of evolving marketing trends in diverse contexts.
  • Effectively communicate diverse marketing communications ideas in both oral and written forms to potential audiences

Assessment tasks

  • Advertising Critique
  • 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

  • Apply coherent knowledge of contemporary marketing communications theories and concepts to identify, analyse and solve marketing communications problems
  • Obtain and analyse data and interpret findings to making evidence-based decisions for planning effective marketing communications campaigns

Assessment tasks

  • Advertising Critique
  • IMC Campaign Development
  • Final Exam

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

  • Apply coherent knowledge of contemporary marketing communications theories and concepts to identify, analyse and solve marketing communications problems
  • Obtain and analyse data and interpret findings to making evidence-based decisions for planning effective marketing communications campaigns

Assessment task

  • IMC Campaign Development

Satisfactory Completion of Unit

Students are expected to complete all assessment tasks for this subject. Successful completion of this unit requires the student to achieve at least 50% in total in the assessment tasks offered.