MRKT20053 - Advertising and Integrated Communication

General Information

Unit Synopsis

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

Level Postgraduate
Unit Level Not Applicable
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Co-requisite: MRKT20052 Advanced Marketing Management

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2019

Term 2 - 2019 Profile
Brisbane
Melbourne
Online
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).

Assessment Overview

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.

Assessment Tasks

This information will not be available until 8 weeks before term.
To see assessment details from an earlier availability, please search via a previous term.

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 Procedures for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 2 - 2018 : The overall satisfaction for students in the last offering of this course was 4.4 (on a 5 point Likert scale), based on a 28.57% response rate.

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.

Source: Moodle
Feedback
The unit should focus more on digital advertising rather than traditional advertising.
Recommendation
The unit will lay more emphasis on digital advertising such as Adwords, SEO, SEM and social media marketing in the future.
Action Taken
This was implemented through case study assessment which focused on digital and social media.
Source: Moodle
Feedback
More practical activities for small groups.
Recommendation
Provide more tutorial activities for classes. In addition, advice the campus lecturer to spend less time on lecture slides in class as the recorded lectures are available via Moodle and focus on doing the tutorial activities.
Action Taken
Nil.
Unit learning Outcomes
This information will not be available until 8 weeks before term.
To see Learning Outcomes from an earlier availability, please search via a previous term.