Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Lawrence Ang
Contact via Email
6ER 638
Thursday 1-2 pm
Mehdi Azam
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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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 organizations. 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.
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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 | Sun,week 9 (11.59 pm). |
Due: Starting in week 3
Weighting: 40%
Task description:
Students are required to complete up to five open-book quizzes. Each quiz is worth 8% and is conducted in the tutorial on weeks 3, 5, 8,10 and 13.
This assessment task relates to the following learning outcome: Identify and define key terms, concepts, frameworks and models of marketing communications.
Type of collaboration:
Individual work
Submission:
There is no submission. All tests are carried out in tutorials.
Absence from tutorials:
Please ensure that you come early for all tutorials. If for some reason you are not able to sit for any of these quizzes on that day, please apply for special consideration and your appeal will be assessed accordingly.
Format and length:
Please refer to the document called Assessment Criteria found on the iLearn Unit page
Inherent task:
None
Note:
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.
Due: Sunday, Week 10 (11.59pm);
Weighting: 40%
Task Description:
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.
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
Type of Collaboration:
Group work
Submission:
Please submit via Turnitin via iLearn. Specially, 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) .
Submit a soft copy of the group's PowerPoint pitch presentation on a 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).
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.
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.
Format and length:
Please refer to the document called Assessment Criteria found on the iLearn Unit page
Inherent task requirement:
None
Note:
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, marking criteria of various sub-components. 50% of this pitch project will be based on individual performance.
Due: Sun,week 9 (11.59 pm).
Weighting: 20%
Task Description:
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%).
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.
Type of Collaboration:
Individual work
Submission:
The assignment, including all analyses and the answering of specific questions, is due on Sunday of week 9, 11.59 pm via Turnitin.
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/).
Format and length:
Please refer to the document called Assessment Criteria found on the iLearn Unit page.
Inherent task requirement:
You are required to collect field data worth 5% by week 5 in order to complete the essay due in week 9.
Note:
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.
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
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Chapter 1 |
No tutorial in week 1
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Read chapter 1 and articles on team work, collaboration, and peer assessment. |
2 |
Generating consumer insights
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Chapter 2, |
Before class:
In class:
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Read chapter 2 and articles on team work, collaboration and peer assessment. |
3 |
Brand Positioning
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Chapter 3
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Before class:
In class:
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Read chapter 3 |
4 |
Media Planning and Budgeting in Advertising
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Chapter 4 |
Before class: Prepare for the quiz. In class:
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Read chapter 4 |
5 |
Traditional and Digital Media
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Chapter 5 |
Before class:
In class:
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Read this chapter 5 |
6 |
Advertising Creativity
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Chapter 6 |
Before class:
In class:
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Read this chapter 6 |
7 |
Planning and Executing the Creative Appeal
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Chapter 7 |
Before class:
In class:
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Read chapter 7 |
8 |
Social Influence
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Chapter 8 |
Before class:
In class:
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Read chapter 8 |
9 |
Public relations, corporate reputation and sponsorship
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Chapter 9 |
Before class:
In class:
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Read chapter 9 |
10 |
Influence in Personal Selling
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Chapter 10 |
Before class:
In class:
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Read chapter 10 |
11 |
Direct Marketing and Sales Promotions
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Chapter 11 |
Before class:
In class:
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Read chapter 11 |
12 |
Advertising Testing and Campaign Tracking
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Chapter 12 |
Before class:
In class:
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Read this chapter 12 |
13 |
Teaching Evaluation, Course summary & wrap up |
Chapter 13 |
Before class:
In class:
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Re-read chapters 10,11,12, 13 |
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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:
• 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.