MARKETNG 7025 - Integrated Marketing Communications (M)

North Terrace Campus - Trimester 2 - 2018

The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. Topics: the role of integrated marketing communications, organising for advertising and promotion, consumer behaviour perspective, the communication process, promotional objectives and budgets, creative strategy, media planning and strategy, broadcast/print & support media, direct marketing, sales promotions, PR and publicity, personal selling, international promotion, business-to-business promotions, and regulations and ethics.

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Course Details

Course Code	MARKETNG 7025
Course	Integrated Marketing Communications (M)
Coordinating Unit	Adelaide Business School
Term	Trimester 2
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 36 hours
Available for Study Abroad and Exchange	Y
Assumed Knowledge	MARKETNG 7005 OR MARKETNG 7104 & MARKETNG 7023
Assessment	Exam/assignments/tests/tutorial work as prescribed at first lecture

Course Staff

Course Coordinator: Dr Dean Wilkie

Lecturer in Charge: Nigel Barker
Location: Room 13.30, Nexus 10
Telephone: 8313 0424
Email: nigel.barker@adelaide.edu.au
Website: https://myuni.adelaide.edu.au/

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

By the end of this course students should be able to:

Quickly understand a company and its marketing communications activities
Present a brief verbal presentation (tutorial discussion)
Thoroughly describe a range of media and methods available to marketers
Develop a clearly thought out Communications Audit
Clearly argue a point of view regarding marketing communications
Demonstrate a comprehensive understanding of Marketing Communications theories and concepts

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Deep discipline knowledge informed and infused by cutting edge research, scaffolded throughout their program of studies acquired from personal interaction with research active educators, from year 1 accredited or validated against national or international standards (for relevant programs)	1, 2, 4
Critical thinking and problem solving steeped in research methods and rigor based on empirical evidence and the scientific approach to knowledge development demonstrated through appropriate and relevant assessment	3, 4
Teamwork and communication skills developed from, with, and via the SGDE honed through assessment and practice throughout the program of studies encouraged and valued in all aspects of learning	3, 4
Career and leadership readiness technology savvy professional and, where relevant, fully accredited forward thinking and well informed tested and validated by work based experiences	1-6
Intercultural and ethical competency adept at operating in other cultures comfortable with different nationalities and social contexts able to determine and contribute to desirable social outcomes demonstrated by study abroad or with an understanding of indigenous knowledges	1-6
Self-awareness and emotional intelligence a capacity for self-reflection and a willingness to engage in self-appraisal open to objective and constructive feedback from supervisors and peers able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate	3,4, 5

Learning Resources
Required Resources

Requred text book: Chitty, Luck, Barker, Sassenberg, Shimp and Andrews (2018 – 5th Edition), Integrated Marketing Communications,

CengageLearning, (ISBN 9780170386517).

Other books referred to in the course are:

Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney

Duncan, T. IMC, using advertising and promotion to build brands, International Edition, Irwin McGraw-Hill. Australia, Sydney (2003)

Rix, Buss & Herford. Selling, a consultative approach, 2nd Edition, Irwin McGraw-Hill. Australia, Sydney. (2001)

Wells, Burnett & Moriarty.Advertising principles and practices, 6th Edition, Prentice Hall. Australia, Melbourne. (2003)

Recommended Resources

Over the next 2 months you will be surrounded by Marketing Communications – some of the best resources for learning and thinking you have will be in the way you pay attention to the marketing communication that is around you. Think about what you see on TV, the web, read in papers and hear on the radio. Relate it to what you are talking about in tutorials and lectures and you’ll enhance your learning. In addition, more formal resources can be found in the way of -

Journal of Advertising Research
Journal of Marketing
Journal of Marketing Research
www.oztam.com.au
www.bandt.com.au
www.roymorgan.com
www.acnielsen.com
www.adma.com
www.afa.org.au
www.abs.gov.au
www.iabaustralia.com.au
www.oaaa.com.au

Online Learning
MyUni will be used in this course for
- Lecture Slides available as PDFs
- AV Recording of the Lecture Sessions
- Assignment Submission
- Class-sourcing - discussion and thoughts

Learning & Teaching Modes

Students are expected to have read the appropriate chapter(s) from the text before each lecture; the lecture will expand on the key points and provide examples. Workshops are used to discuss cases and theory application to enhance the learning development.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

Students in this course are expected to attend all lectures throughout the semester each week as scheduled. Please refer to Access Adelaide for your timetable and enrolment details:http://www.adelaide.edu.au/access “Essential Information for Students” document contains crucial dates and information

Learning Activities Summary

Date	Ses-sion	Topic	Text Chapter	Reading – on MyUni	Workshop
12th of June	1	IMC – what, why how	1 and 2	Shultz, D and Patti, C (2009), ‘The evolution of IMC:IMC in a Customer-driven marketplace’, Journal of Marketing Communications, 15(2-3)	How to evaluate a creative concept
12th of June	2	IMC – what, why how	1 and 2	Botsman, R, ‘Ads that see you’, AFRBoss, Feb 2012	How to evaluate a creative concept
19th of June	1	Segmentation, targeting and positioning	4 and 6	https://www.marketingweek.com/2018/03/07/mark-ritson-marketers-perceptions-media-effectiveness/	Get into groups
19th of June	2	Advertising and Management – Planning and Analysis	5 and 7	Mulhern, F, (2009), ‘Integrated Marketing communications: from media channels to digital connectivity’, Journal of Marketing Communications, 15(2-3)	Writing a positioning statement
26th of June	1	Advertising Strategy and Implementation		TBC	Presentations from Group 1 and 2 Daft Punk Case study Q1, 2, and 3
26th of June	2	Broadcast Media and Digital Marketing	8 and 10	Kennedy, J, ‘No Escape’, BANDT, March 16 2012	Presentations from Group 3 and 4 Ch8 Q 2, 5 & 7
3rd of July - No lecture this week.
10th of July	1	Print and Support Media	9	Addington, T, ‘Opening Up’, BANDT March 16 2012	Presentations from Group 5 and 6 Ferrero Rocher IMC Challenge p280-281
10th of July	2	Public Relations and Sponsorship	13		Presentations from Group 7 and 8 Ch 13 Q1, 2, 3, 6, and 7
17th of July	1	Direct & Interactive Marketing, and Personal Selling and Sales Promotion	11 and 12	Sachs, M, ‘Should PR be part of Marketing’, Market Leader, Q1, 2012	Presentations from Group 9 and 10 Ch 11 Q4, and 5 Ch 12 Q1, and 4
	2	Measuring IMC Putting it into Practice	14		Presentations from Group 11 and 12 Ch 10 Q 8 Digital Activities p325 Q

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment	Due Date and time	Weighting	Related Learning Outcome
Workshop Participation & Discussion	Throughout	10 %	· Show that you’re thinking like a marketer · Present a brief verbal presentation
Advertisement Presentation & Discussion	Throughout	10 %	· Show that you’re thinking like a marketer · Present a brief verbal presentation
Assignment 1 (Group): Media Audit	10am Tuesday 10th of July Electronic- MyUni	10 %	· Quickly understand a company and its marketing communications activities · Thoroughly describe a range of media and methods available to marketers
Assignment 2 (Group): Marketing Communication Brief	5pm Tuesday 24th of July Electronic – MyUni	20 %	· Clearly argue a point of view regarding Marketing Communications · Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
Final Exam - 3 hours - Closed book, No Dictionaries, Calculator Allowed	To be determined by the Exams Office	50 %	· Demonstrate a comprehensive understanding of Marketing Communications theories and concepts · Show that you’re thinking like a marketer

Assessment Detail

The assessment components are as follows:

· Attendance and participation in the discussions 10%
Please submit the hard copies of answers to the assigned case questions to the lecturer prior to the class discussions)

· Case Presentation and Discussion 10%
Case studies and questions have been assigned to each group to develop the learning from previous sessions. Assigned group is expected to present the case, answer the case questions, and lead the discussion. Class is
expected to be able to take part in the discussion and contribute to thegroup learning.

· Advertisement Presentation and Discussion 10%
The assigned students (group of 2 to 4 students) will give a 15 minute (MAX) presentation
on an advertisement/communication campaign they have observed. You will need to detail your thoughts on

          -Target Market/Objective
          -Media used
          -Strengths and Weaknesses of the ad/campaign
         -Message used, media used, overall
         -How well you think the objective was achieved
The class will then discus your presentation and give you feedback on their views of the ad/communication presented.

· A Media Audit - Group Assignment 20%

Due Date: Week 6 - 24.07.2018 Submit via MyUni – Assessments - Submit via Turnitin, word limit indication: 1500 words
Pick a company or product that has been advertised very heavily here in Adelaide across a range of media. First, provide the background on chosen company / product. What it is, the customer need it fulfils, and a description of the customers it serves. Then tell me about three of the media they are using, in broad terms these may be one of:TELEVISION, RADIO, MAGAZINE, NEWSPAPER, WEB BASED, PUBLIC RELATIONS, SPONSORSHIP, any number of others. Be careful not to ignore the MINOR types of media. For each of the three

media you choose, provide a discussion of the strengths and weaknesses of the media, critically present the ads (youtube URLS, other URLs, screen shots, photos, verbatim descriptions of radio ads etc) and describe what they have achieved. Write a conclusion with
recommendations on how to address the weaknesses or capitalise on the existing strength of the media. Add your reference list.

Assignment Grading Criteria:
*Description of the product/brand and the need fulfilled: 10 maximum points
*Description of what has been attempted: 20 maximum points
*Description of target customers:25 maximum points
*Description of individual media, its strengths and weaknesses related to the task attempted:35 maximum points
*Recommendations for improvement: 10 maximum points Total: 100 points

· Final Exam 50 % - There will be a 3 hour exam

Submission

No information currently available.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator