Overview
In this unit, students examine the roles, functions and creative concepts of advertising and integrated communications in its role in an organisation's marketing program. Through analysis of advertising creative content you explore the integration of advertising with other promotional mix elements, advertising and promotional plans, creative development, media planning and strategy, and the advertising and promotions budget. Special emphasis is placed on the practice of advertising, communications strategies and new media in integrated marketing communications. If you have successfully completed the unit MRKT20024 you should not enrol in this unit.
Details
Pre-requisites or Co-requisites
Co-requisite: MRKT20052 Advanced Marketing Management
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 2 - 2018
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).
Recommended Student Time Commitment
Each 6-credit Postgraduate 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
Assessment Overview
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.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
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 Moodle
The unit should focus more on digital advertising rather than traditional advertising.
The unit will lay more emphasis on digital advertising such as Adwords, SEO, SEM and social media marketing in the future.
- explore and critique the role of advertising and integrated communications in contemporary marketing contexts;
- evaluate the practice of advertising and integrated marketing communications, including the coordination of the various promotional mix elements;
- describe and employ the strategies and techniques required for the development of a creative strategy in advertising, examining the various creative approaches, appeals and executions used by advertisers; and
- analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, promotions budgets and evaluation methods to develop a comprehensive media plan.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Practical and Written Assessment - 20% | ||||
| 2 - Presentation and Written Assessment - 30% | ||||
| 3 - Practical and Written Assessment - 50% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | ||||
| 2 - Communication | ||||
| 3 - Cognitive, technical and creative skills | ||||
| 4 - Research | ||||
| 5 - Self-management | ||||
| 6 - Ethical and Professional Responsibility | ||||
| 7 - Leadership | ||||
| 8 - Aboriginal and Torres Strait Islander Cultures | ||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | |||||||
|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | |
| 1 - Practical and Written Assessment - 20% | ||||||||
| 2 - Presentation and Written Assessment - 30% | ||||||||
| 3 - Practical and Written Assessment - 50% | ||||||||
Textbooks
Integrated Marketing Communications
5th Asia-Pacific Edition (2018)
Authors: Bill Chitty, Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Terence A. Shimp & J. Craig Andrews
Cengage Learning Australia
South Melbourne South Melbourne , Victoria , Australia
ISBN: 9780170386517
Binding: Paperback
Additional Textbook Information
The ebook edition of the textbook is available at https://www.cengagebrain.com.au/shop/isbn/9780170386517
The paperback version of the textbook can be purchased from the CQU bookshop: http://bookshop.cqu.edu.au/
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
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.
s.sadeque@cqu.edu.au
Module/Topic
Integrated marketing communications and brand equity enhancement
Chapter
Chapter 1
Events and Submissions/Topic
Module/Topic
The communication process & Persuasion in marketing communications
Chapter
Chapters 2 & 3
Events and Submissions/Topic
Module/Topic
Marketing segmentation and brand positioning
Chapter
Chapter 4
Events and Submissions/Topic
Module/Topic
Establishing objectives and budgeting for IMC campaigns
Chapter
Chapter 5
Events and Submissions/Topic
Module/Topic
Developing message strategies
Chapter
Chapter 6
Events and Submissions/Topic
Module/Topic
VACATION WEEK
Chapter
VACATION WEEK
Events and Submissions/Topic
VACATION WEEK
Module/Topic
Media planning and analysis
Chapter
Chapter 7
Events and Submissions/Topic
Module/Topic
Broadcast media & Print and support media
Chapter
Chapters 8 & 9
Events and Submissions/Topic
Module/Topic
Digital and social media marketing
Chapter
Chapter 10
Events and Submissions/Topic
Module/Topic
Direct marketing and sales promotion & Personal selling and relationship marketing
Chapter
Chapter 11 & 12
Events and Submissions/Topic
Module/Topic
Evaluating integrated marketing communication effectiveness
Chapter
Chapter 14
Events and Submissions/Topic
Module/Topic
Marketing public relations and sponsorship marketing
Chapter
Chapter 13
Events and Submissions/Topic
Module/Topic
Alternative marketing
Chapter
Online resources in Moodle
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Presentation and Written Assessment
For this task, assume that you have been hired as a marketing communication consultant for one of the theme parks in Australia. You have been given the responsibility to develop an integrated marketing communication (IMC) plan for the theme park. Assessment 1 is the first stage of preparing that plan. Assessment 2 is the second stage of the plan. Choose one of the theme parks from the list below:
1. Dreamworld, Gold Coast
2. Luna Park, Sydney & Melbourne
3. Big Banana, Coffs Harbour
4. Adventure World, Perth
Your tasks for assessment 1 are to:
1. Critically research the Australian theme park industry;
2. Evaluate the current brand strategy and positioning of the chosen theme park;
3. Discuss and justify the market segments that your proposed IMC campaign (to be developed in assessment 2) will target.
Assessments 1 and 2 are related and you will be required to complete the IMC plan for the same theme park in Assessment 2. You can use the example of an IMC plan given on pages 498-507 in the textbook as a guide. The preparation for this presentation involves extensive research and you will need to start working on this assessment as early as possible. The PowerPoint slides will need to be uploaded in Moodle under the “Assessment 1” submission link as a .ppt or .pptx file. A font size of at least 20 should be used for the body of the text. This is an individual assessment.
For students located at the local campuses: Students will present their work to the campus tutor and fellow students at a time specified by your tutor, usually in the tutorial of Week 5 (and Week 6 if necessary). You are required to prepare a 5-minute (maximum) PowerPoint presentation that includes a maximum of 10 slides (including title and reference slides). Your presentation should show an application of the concepts, theories, tools and models discussed in the unit. Your assessment will be marked both on the quality and content of the presentation. Your campus lecturer/tutor will mark your presentation which will be moderated by the Unit Co-ordinator.
For distance education (Flex) students: For this assessment you are required to prepare PowerPoint slides (maximum 10 slides including title and reference slides) with voiceover (5 minute maximum). Your presentation should show an application of the concepts, theories, tools and models discussed in the unit. Your assessment will be marked both on the quality and content of the presentation. You should use a headset with microphone preferably or speak loudly if you use the inbuilt microphone on your laptop/computer. Please make sure your voice is clear, can be heard and understood when playing the PowerPoint slides before you upload your work into Moodle as a .ppt or .pptx file. You do not need to read the in-text referencing or references at the end of the slides in your recording. For hints on how to convert a PowerPoint slide to a presentation with voice over, please view the link. Adding Voice Over to PowerPoint Presentations in 5 Easy Steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-presentations-in-5-easy-steps/
Week 5 Friday (10 Aug 2018) 11:45 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total mark for Assessment 1 per day unless an approved extension has been granted)
Week 6 Friday (24 Aug 2018)
- Title slide (1 mark)
- Situation analysis (10 mark)
- Identify the problem in terms of communication objectives (3 marks)
- Identify the market segments to be targeted (6 marks)
- Summary (2 mark)
- References (2 marks)
- Presentation quality (6 marks)
- explore and critique the role of advertising and integrated communications in contemporary marketing contexts;
- evaluate the practice of advertising and integrated marketing communications, including the coordination of the various promotional mix elements;
- describe and employ the strategies and techniques required for the development of a creative strategy in advertising, examining the various creative approaches, appeals and executions used by advertisers; and
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
- Leadership
2 Practical and Written Assessment
Assessment 2 requires you to complete the IMC plan that was started in assessment 1. This is an individual assessment with a maximum word limit of 2500. Your assessment should be an application of relevant IMC concepts learnt in the unit. You can use the example of an IMC plan given on pages 498-507 in the textbook as a guide. Please upload the assessment through the appropriate Moodle link. Assessment must be uploaded as a .doc or .docx file (word file).
Any assessment with a ‘Turnitin’ similarity score of more than 25% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.
Week 10 Friday (21 Sept 2018) 11:45 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total mark for Assessment 1 per day unless an approved extension has been granted)
Week 12 Friday (5 Oct 2018)
- Executive summary (3 marks)
- Introduction (2 marks)
- Situation analysis (10 marks)
- Communication objectives (4 marks)
- Budget allocation (4 marks)
- Creative strategy (8 marks)
- Media strategy and coordination of IMC plan (8 marks)
- Evaluation of IMC plan (3 marks)
- Integrate findings from theoretical and empirical research (3 marks)
- Reference list and format (2 marks)
- Report writing and format (3 marks)
Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for Assessment 2 for every 100 words over the allowed 2500 (+ 10%) words limit).
- explore and critique the role of advertising and integrated communications in contemporary marketing contexts;
- evaluate the practice of advertising and integrated marketing communications, including the coordination of the various promotional mix elements;
- analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, promotions budgets and evaluation methods to develop a comprehensive media plan.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
3 Practical and Written Assessment
The assessment involves the application of IMC theories, concepts and tools covered in the unit to answer questions from a case. The case is available in the textbook on pages 456-457 (Cioccolato Australia: the ultimate chocolate experience). This is an individual assessment. Your assessment task must be uploaded as a .doc or .docx file (word file) through the appropriate assessment submission link located on the unit Moodle site.
Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issue although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.
Week 12 Friday (5 Oct 2018) 11:45 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total mark for Assessment 1 per day unless an approved extension has been granted)
The return of graded submissions and feedback occurs after the certification of grade day.
Ability to answer the case questions with support from relevant case information (9 marks)
Application of the IMC concepts (6 marks)
Integrate findings from theoretical and empirical research including proper in-text citation and referencing (3 marks)
Report writing and format (2 marks)
- explore and critique the role of advertising and integrated communications in contemporary marketing contexts;
- evaluate the practice of advertising and integrated marketing communications, including the coordination of the various promotional mix elements;
- describe and employ the strategies and techniques required for the development of a creative strategy in advertising, examining the various creative approaches, appeals and executions used by advertisers; and
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
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?
