CQUniversity Unit Profile
MRKT19030 Marketing Communications
Marketing Communications
All details in this unit profile for MRKT19030 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

This unit addresses the role played by communications within the marketing mix. You will learn how communication strategies can be used to attract attention, persuade buying, and generate loyalty. You will explore individually the five basic tools in the communications mix - advertising, public relations, sales promotion, direct marketing, and personal selling - and then how they are all integrated together. This unit focuses on promotion from both a communication with target consumers and management perspective.

Details

Career Level: Undergraduate
Unit Level: Level 2
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

Prerequisite: MRKT 11029

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 1 - 2019

Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Poster Sessions
Weighting: 40%
2. Report
Weighting: 60%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student evaluations

Feedback

Reviewing students’ qualitative comments in the unit evaluation suggests that the task description for assessment task 1 (creative brief) may require some changes, i.e. shortening the task description.

Recommendation

Shorten and improve flow of task description for assessment task 1.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Demonstrate an understanding of the concept of integrated marketing communications and examine how this co-ordinates the various elements of the marketing communications mix
  2. Evaluate the advertising media used in marketing communications
  3. Review the current trends, theories and frameworks of advertising and communications management in a variety of marketing conditions
  4. Articulate a range of modern marketing communication tools and how they are integrated together
  5. Assess the skills required for the development of a creative strategy in advertising and examine the various creative approaches used by advertisers
  6. Analyse and develop the major elements of a marketing communications plan.
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Poster Sessions - 40%
2 - Report - 60%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4 5 6
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Poster Sessions - 40%
2 - Report - 60%
Textbooks and Resources

Textbooks

Prescribed

Advertising: An Integrated Marketing Communication Perspective 3rd edn (2014)

Authors: George E Belch, Michael A Belch, Gayle Kerr, Irene Powell
McGraw-Hill Australia
North Ryde North Ryde , NSW , Australia
ISBN: 9781760421212
Binding: Paperback

Additional Textbook Information

This book comes packaged with Developing Your IMC plan and can be purchased at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code)

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Anja Pabel Unit Coordinator
a.pabel@cqu.edu.au
Schedule
Week 1 Begin Date: 11 Mar 2019

Module/Topic

Where Marketing Communication Began: The Development of Advertising in Australia and New Zealand

Chapter

1

Events and Submissions/Topic

See Moodle for weekly tutorial activities

Week 2 Begin Date: 18 Mar 2019

Module/Topic

Integrated Marketing Communication: How Marketing Communication Evolved & The Communication Process

Chapter

2 & 5

Events and Submissions/Topic

Week 3 Begin Date: 25 Mar 2019

Module/Topic

Starting With Consumer Behaviour: Understanding How Marketing  Communication Might Influence Consumer Behaviour & Branding and Building Relationships With The Database

Chapter

6 & 8

Events and Submissions/Topic

Week 4 Begin Date: 01 Apr 2019

Module/Topic

Planning for IMC & Establishing Objectives and Budgeting for the IMC Program

Chapter

9 & 10

Events and Submissions/Topic

Week 5 Begin Date: 08 Apr 2019

Module/Topic

Message Strategy and Execution

Chapter

11

Events and Submissions/Topic

Vacation Week Begin Date: 15 Apr 2019

Module/Topic

Chapter

Events and Submissions/Topic

Week 6 Begin Date: 22 Apr 2019

Module/Topic

Media: Strategy and Choices & Measuring the Effectiveness of the IMC program

Chapter

12 & 13

Events and Submissions/Topic

Week 7 Begin Date: 29 Apr 2019

Module/Topic

Digital Media

Chapter

3

Events and Submissions/Topic

Creative brief Due: Week 7 Monday (29 Apr 2019) 11:55 pm AEST
Week 8 Begin Date: 06 May 2019

Module/Topic

Social Media

Chapter

4

Events and Submissions/Topic

Week 9 Begin Date: 13 May 2019

Module/Topic

Direct Marketing and Personal Selling

Chapter

14

Events and Submissions/Topic

Week 10 Begin Date: 20 May 2019

Module/Topic

Public Relations

Chapter

15

Events and Submissions/Topic

Week 11 Begin Date: 27 May 2019

Module/Topic

Sales Promotion

Chapter

16

Events and Submissions/Topic

Week 12 Begin Date: 03 Jun 2019

Module/Topic

Social, Ethical and Regulatory Aspects & Exam Revision

Chapter

7

Events and Submissions/Topic

Integrated Marketing Communications Plan Due: Week 12 Monday (3 June 2019) 11:55 pm AEST
Review/Exam Week Begin Date: 10 Jun 2019

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 17 Jun 2019

Module/Topic

Chapter

Events and Submissions/Topic

Assessment Tasks

1 Poster Sessions

Assessment Title
Creative brief

Task Description

Length: 1 - 3 pages in a Word document (up to 1,500 words)

In our daily lives we are presented with numerous marketing communications via newspapers, TV advertising, on social media and even in transient form, i.e. on buses or in trains and taxis. Mostly you are the receiver of such marketing communications and it is ultimately up to you to make the decision to buy certain brands. Now visualise yourself on the other side, when you become the sender of marketing communications.

For any new marketing campaign, the creative brief is the foundation document that is created during the initial meetings between the client and the advertising agency. A creative brief details the goal of a new marketing campaign, the potential target audience and the key creative appeals to be communicated. A creative brief informs and guides the work until a marketing campaign is finalised.

This first assessment task is related to the second assessment task, the integrated marketing communications report which is due later in the term. You are required to use your chosen topic for both pieces of assessment. There are three options to choose from:

Option 1 (product category): You work as the marketing manager for an Australian based business that specialises in selling neck hammocks.

Option 2 (service category): You are the marketing manager for an Australian tourism operator selling tours that showcase Australia’s natural beauty, i.e. national parks or marine parks.

Option 3 provides the flexibility of developing a creative brief for your current employer or a business you wish to start up (but not both). If you choose option 3 then you must gain approval from your local lecturer/tutor (on-campus students) or from the unit coordinator (distance students).

Whichever option is chosen, the product or service should only focus on the Australian market.

This assessment requires you to develop a creative brief in the form of a poster, i.e. 1 - 3 pages in a Word document (up to 1,500 words). Students are encouraged to incorporate some visual ideas of creativity into their Word document, i.e. images and/or graphs. Example assignments will be provided on Moodle.

Title page

The title page will include your name, student id number and lecturer/tutor name and campus (for on-campus students) and course name and code.

The creative process consists of two key parts: what to say (message strategy statement and types of message strategies) and how to say it (appeals and execution).

What to say:

- Brief background information on your chosen product or service

- Identification of potential target audience. (Who do you wish to communicate to? What are some key facts already known about this market segment?)

- Message strategy statement: Outline the key idea/message you are trying to communicate. (What is the major selling idea? What is the customer’s need or desire that the idea will solve?)

- The type of message strategy to be used in your creative brief. (What type of message strategy is best suited to bring your message strategy statement to life? For example, generic, positioning, unique selling proposition, etc. p. 317)

How to say it:

- The advertising appeals to be used, i.e. rational appeals, emotional appeals, fear appeals, humour appeals, or a combination of rational and emotional appeals (pp. 323-325).

- The advertising execution techniques to be used, i.e. scientific evidence, testimonials, animation, imagery, dramatization (pp. 325-328).

- Incorporating of visual ideas and creativity, i.e. images, and/or graphs.

Finally, please include a reference list with at least five (5) references that outline your sources of information from a combination of scholarly academic journal articles, academic textbooks, trade journals and websites.

Assignment submission

All assignments should be submitted online through the MRKT19030 Moodle site. All reports will be checked by Turnitin to compare the report to other sources and will provide students and lecturers with a similarity score for the report. Reports with a similarity score index of more than 20% will be checked for plagiarism by the marker (although it may not necessarily mean that the student has plagiarised).


Assessment Due Date

Week 7 Monday (29 Apr 2019) 11:55 pm AEST

Penalties apply for late submission (5% will be deducted from the total mark for the assessment per day unless an approved extension has been granted).


Return Date to Students

Week 9 Monday (13 May 2019)


Weighting
40%

Assessment Criteria

A brief marking criteria is provided below. A more detailed marking guide is provided on Moodle.


Creative brief content 

  • Background information 
  • Target audience 
  • Message strategy statement 
  • Type of message strategy 
  • Advertising appeals 
  • Advertising execution 
  • References 

Creative brief visual aids 

  • Clarity and design of brief 
  • Concise and well-structured 
  • Visual aids/creativity/innovation 


Referencing Style

Submission
Online

Submission Instructions
Please submit your assignment through Moodle.

Learning Outcomes Assessed
  • Demonstrate an understanding of the concept of integrated marketing communications and examine how this co-ordinates the various elements of the marketing communications mix
  • Articulate a range of modern marketing communication tools and how they are integrated together
  • Assess the skills required for the development of a creative strategy in advertising and examine the various creative approaches used by advertisers


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence

2 Report

Assessment Title
Integrated Marketing Communications Plan

Task Description

Length: up to 2000 words

Assignment submission

The second assessment task is related to the first assessment task, which was due earlier in the term. You are required to use your chosen topic for both pieces of assessment. All assignments should be submitted online through the MRKT19030 Moodle site. All reports will be checked by Turnitin to compare the report to other sources and will provide students and lecturers with a similarity score for the report. Reports with a similarity score index of more than 20% will be checked for plagiarism by the marker (although it may not necessarily mean that the student has plagiarised).

Whichever option you have chosen for your first assignment (creative brief), please follow through with this option for this second assignment (the IMC plan) with a focus on the Australian market.

Please note that the word count (2,000 words) will be taken from the first word of the introduction. It will not include your executive summary, title page, table of contents, reference list and any tables or appendices (if you have any). The maximum number of pages will be 25 for submission. The IMC plan should follow this structure:

Title page

The title page will include the name of your organisation, the start and end date of the IMC plan (e.g. July-Sept. 2019), campaign name, your name, student id number and lecturer/tutor name and campus (for on-campus students) and course name and code.

Executive summary (no more than 200 words)

The executive summary should not read like an essay. You need to highlight only those critical aspects from your IMC plan. You should provide a brief overview of the organisation (or proposed business) and product/service, outline the 3 to 5 communication objectives chosen with quantifiable targets and timeframe for achievement, present the creative strategy selected (including target audience) and highlight the main elements of the media plan (including total budget). Use of sub-headings, dot or bullet points is recommended to better present the required information.

Table of contents

The table of contents will present each section of the IMC plan, including sub-headings, with their appropriate page number(s). Sections should be numbered with page number (e.g. 1.0 Introduction on page 1). Pages prior to the introduction are using lower case Roman numerals such as i, ii, iii, iv.

Introduction (no more than 200 words)

The introduction should present a brief outline of the organisation (or proposed business) and the product/service that is the major focus of this IMC plan. In addition, aims and structure of the report should be presented.

Background and target audience analysis (no more than 400 words)

The focus here will be on presenting information as to your chosen target audience. If you chose option 1 or 2, then it is expected you research the communications management and marketing literature to better understand who is likely to have an interest in such products or services. A profile then needs to be outlined that gives the reader of your IMC plan a better understanding as to who you will be directing the proposed marketing communications at. Consider market segmentation according to demographic, psychographic, socioeconomic and geographic customer characteristics. Use of additional sources of information to help support the discussion is expected. If you choose option 3, a similar approach is expected for your target audience analysis. 

3-5 Communication objectives (no more than 400 words)

Students must present and explain 3 (minimum) to 5 (maximum) communication objectives for their IMC plan with quantifiable targets and timeframe for achievement. Some objectives of marketing communications include creating brand awareness and recall, establishing a positive brand image and encouraging purchase behaviour. Think about, and justify, why you have chosen these communication objectives for this particular target audience. Use of additional sources of information to help support the discussion is expected.

Creative strategy justification (no more than 400 words)

Students must justify their creative strategy against the target audience profile and your communication objectives. I’m looking for a brief description of your creative ideas with appeal and execution outlined that matches the style of creative strategy chosen. Creative approach is covered in chapter 11, e.g. type of message (pages 316-321), advertising appeals (pages 323—325) and advertising execution (pages 325-328). Use of additional sources of information to help support the discussion is expected.

Media plan (no more than 400 words)

Select the advertising media and vehicle(s), i.e. billboards, radio, newspaper, internet, etc., you will use to achieve each of your communication objectives and justify your use of this media based on how this best communicates with your target audience. The media plan should be a reflection of the duration of the IMC plan (start and end date) as presented in the title page. You must take into consideration the creative strategy to be adopted when selecting the most appropriate media to use. For option 1 and 2, the budget is fixed at AUD $10,000. For option 3, think of realistic figure/s given the organisation, communication objectives and creative strategy to be adopted. A table (including budget totals) summarising this discussion is encouraged. Use of additional sources of information to help support the discussion is expected.

Conclusion (no more than 200 words)

In your opinion, why do you think it will be possible to achieve each of your chosen communication objectives? Briefly outline the target audience, each of the communication objectives and the creative strategy adopted to explain your answer.

Reference list

The IMC plan should include at least ten (10) sources of information from a combination of scholarly academic journal articles, academic textbooks, trade journals and websites. All sources listed should be in alphabetical order and be cited in the main body of the IMC plan using the APA referencing style.

Further instructions

- The IMC plan should be presented as a formal business report.

- Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.

- Note: This is a recommended outline for your IMC plan. Any deviation from the above recommended outline runs the risk of not addressing the assessment criteria. To enhance the presentation of your assignment, you can use many headings and sub-headings used to specify the information required for each of the above criterion. The assessment marking criteria below should guide you for this assessment task, in particular the weighting attributed to each section of the assignment.

Important:

- You should start working on the assessment as early as Week 3, even though it is due for submission in Week 12.

- Selection of literary support from Wikipedia, www.NetMBA.com, www.marketing, teacher.com, www.tutor2u.com, etc. will be treated very negatively. These are not appropriate sources for your academic assignment and their use is not acceptable.

- Students’ requests for an extension of the deadline for this assignment need to be submitted through the Assignment Extension System. Requests for reasons not mentioned in the CQUniversity Assessment of Coursework Procedures policy and not supported by appropriate evidence will not be considered. For example, if a student has been sick for 2 days before the assignment is due, the student needs to submit his/her request in the AES by the due date for the assignment and upload a medical certificate dated the day(s) of the sickness.


Assessment Due Date

Week 12 Monday (3 June 2019) 11:55 pm AEST

Penalties apply for late submission (5% will be deducted from the total mark for the assessment per day unless an approved extension has been granted).


Return Date to Students

Exam Week Monday (17 June 2019)

As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (12-Jul-2019).


Weighting
60%

Assessment Criteria

A brief marking criteria is provided below. A more detailed marking guide is provided on Moodle.

  • Executive Summary 
  • Introduction - provides a brief overview of the company, the aims and structure of the IMC plan 
  • Background and target audience analysis 
  • 3-5 Communication objectives 
  • Creative strategy - choice and justification of one style of creative advertising 
  • Media plan – which media will you select to reach the target audience? 
  • Conclusion 
  • Structure, grammar and presentation 
  • Citations and reference list 


Referencing Style

Submission
Online

Submission Instructions
Please submit your assignment through Moodle.

Learning Outcomes Assessed
  • Evaluate the advertising media used in marketing communications
  • Review the current trends, theories and frameworks of advertising and communications management in a variety of marketing conditions
  • Analyse and develop the major elements of a marketing communications plan.


Graduate Attributes
  • Problem Solving
  • Critical Thinking
  • Team Work
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?