marketng 3500 marketing communications iii sem1 2011(1)

8/6/2019 MARKETNG 3500 Marketing Communications III Sem1 2011(1)

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1.2 COURSE STAFFName: Dr Steve Goodman

Location: Room 10.09 Nexus 10 Building

Telephone: 8303 7044email: [email protected] Website:

www.myuni.adelaide.edu.au

Consultation Time: Wednesday 2pm-4pm

Tutors: Teagan AltschwagerSteve MachinNick Takos

Contact details and consultation timesto be

distributed in the first tutorial

1.3 COURSE TIMETABLELectures: Thursday 9.10am to 11am

Horace Lamb, 2022, Horace Lamb Lecture Theatre

Plus one hour tutorial

The full timetable of all activities for this course can be accessed from the Course Plannerat http://access.adelaide.edu.au/courses/search.asp?year=2010

2. LEARNING OBJECTIVES2.1COURSE LEARNING OBJECTIVES

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

1. Quickly understand a company and its marketing communications activities2. Present a brief verbal presentation (tutorial discussion)

3. Thoroughly describe a range of media and methods available to marketers

4. Develop a clearly thought out Communications Audit

5. Clearly argue a point of view regarding marketing communications

6. Demonstrate a comprehensive understanding of Marketing Communications theories andconcepts


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7. Show that youre thinking like a marketer

2.2UNIVERSITY GRADUATE ATTRIBUTE(S)This course will provide students with an opportunity to develop the Graduate Attribute(s)

specified below:UNIVERSITY GRADUATE ATTRIBUTE COURSE LEARNING

OBJECTIVE(S)Knowledge and understanding of the content andtechniques of a chosen discipline at advanced levels thatare internationally recognised.

3, 4, 7

The ability to locate, analyse, evaluate and synthesiseinformation from a wide variety of sources in a planned andtimely manner.

5, 6

An ability to apply effective, creative and innovativesolutions, both independently and cooperatively, to current

and future problems.

1, 2

3. LEARNING RESOURCES3.1REQUIRED RESOURCES

Belch, Belch, Kerr and Powell, (2009) Advertising and Promotion: An Integrated MarketingCommunication Perspective, McGraw-Hill, Sydney

Other books referred to in the course are:Chitty, W. Barker, N and Shimp, T. Integrated Marketing Communications Second Edition,Cengage Learning. Australia, Melbourne (2009)

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)

3.2RECOMMENDED RESOURCESOver the next 4 months you will be surrounded by Marketing Communications some ofthe best resources for learning and thinking you have will be in the way you pay attentionto the marketing communication that is around you. Think about what you see on TV, theweb, read in papers and hear on the radio. Relate it to what you are talking about intutorials and lectures and youll enhance your learning. In addition, more formal resourcescan be found in the way of-


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www.adelaide.edu.au/professions/hub/ug/generic_course_information2011.pdf

4.3LEARNING ACTIVITIES SUMMARYW Topic Reading Tutorial Work

1 3Mar

y Intro to MarketingCommunications

y Integrated MarketingCommunications

Ch 1

Ch 2Group Presentationseach week in Tutorials

2 10Mar

y Social & Ethical Aspects ofMarketing

Communicationsy The Communication

Process

Ch 3

Ch 4

3 17Mar

y Consumer Insight forMarketingCommunications

y Branding

Ch 5

Ch 6

Tutorials Start

Case Coke Zero, p86-89Qstns 1-5

4 24Mar

y Planning for IMC

y Objectives and Budgets

Ch 7Ch 8

Case Rip Curl, p183-185Qstns 1-5

5 31Mar

y Media Choices

y Broadcast Media

ASSIGNMENT 1 DUE Friday 1st April

Ch 11

Wells, Moriarty & Burnett (2006),Advertising Principles andPractice, p.241-267 (with coursepack), Pearson-Prentice Hall,Sydney

Ch 7 p219 Qstns 2 & 4Ch 8 p264 Qstns 1,3 & 10

6 7Apr

y Print & Support Media Chitty, Barker & Shimp (2008),Integrated MarketingCommunications, p.212-241 (withcourse pack), Cengage Learning,

Victoria

Ch 11 p413 Qstns 1,3,4,8& 9

7 14Apr

y Message Strategy &Execution

Ch 9No Tutorials Internship

Work (see last page)

Mid-Semester Break

8 5May

y Online Social Media

Guest Lecturer

Case Technology One,p186Qstns 1-5


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Dr Cullen Habel9 12

May

y Media & Contact Strategy

y Public Relations

Ch10 Case Montana, p 453Qstns p.455 - 1 & 2p.477 1 & 4

10 19

May

y Direct & Interactive

MarketingASSIGNMENT 2 DUE

Monday16th May

Ch 13

Ch 14

Ch 9, p310 Qstns 1,5 & 9

Ch 10, p.352 Qstns 1 & 2

11 26May

y Sales Promotion

y Personal Selling

Ch 15Ch 16

Ch 13, p.497 Qstns 5 & 6Ch 14, p.527 Qstns 1,2 & 4

12 2Jun

y Measuring IMC Ch 12 Case Virgin p.601-603Qstns 1-5

5. ASSESSMENTThe Universitys policy on Assessment for Coursework Programs is based on the followingfive principles: 1) assessment must encourage and reinforce learning; 2) assessment mustmeasure achievement of the stated learning objectives; 3) assessment must enable robustand fair judgements about student performance; 4) assessment practices must be fair andequitable to students and give them the opportunity to demonstrate what they havelearned; and 5) assessment must maintain academic standards (see:http://www.adelaide.edu.au/policies/700/)

5.1ASSESSMENT SUMMARYAssessment Due Date and

timeWeighting Related Learning Outcome

Tutorial

Participation &Discussion

Throughout 10 %y Show that youre thinking like a marketer

y Present a brief verbal presentation

AdvertisementPresentation &

Discussion(Group)

Throughout 10%y Show that youre thinking like a marketer

y Present a brief verbal presentation

Assignment 1(Individual): MediaAudit

4pm Friday1st April1sSafeAssign-MyUni

15% y Quickly understand a company and itsmarketing communications activities

y Thoroughly describe a range of media andmethods available to marketers

Assignment 2

(Individual):Essay

4pm Monday

16th MaySafeAssign -MyUni

25%y Clearly argue a point of view regarding

Marketing Communications

y Demonstrate a comprehensive understanding


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of Marketing Communications theories andconcepts

Final Exam

3 hours

Closed book

No Dictionaries

Calculator Allowed

40%y Demonstrate a comprehensive understanding

of Marketing Communications theories andconcepts

y Show that youre thinking like a marketer

5.2ASSESSMENT DETAILThe assessment components are as follows

y Tutorial Participation and Discussion 10%

Tutorial Participation and Discussion

Case studies and questions have been assigned to each tutorial to develop the learningfrom previous sessions. You are expected to be able to take part in the discussion andcontribute to the group learning. This is not a mark for attendance it is for participationand discussion. Tutors will nominate students to make brief opening remarks in relation toeach question.

y Advertisement Presentation and Discussion 10%

In Groups 2-3 in Tutorials

In the first tutorial, the tutor will form you into groups of 2 or 3 and then assign each groupto a tutorial week. At the commencement of each tutorial the assigned group will give a 10minute presentation on an advertisement/communication campaign they have observed.You will need to detail your groups thoughts on

-Target Market/Objective-Media used-Strengths and Weaknesses of the ad/campaign

-message used, media used, overall


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-How well you think the objective was achievedThe tutorial group will then discuss your presentation and give you feedback on their viewsof the ad/communication presented.

y Assignment 1 15%

Due Date: 4.30 pm on 1st April- submit via MyUni - Assessments

A Media Audit

Individual work, word limit indication: 1000words

This should be a fun learning exercise. I want you to pick a company or product thathas been advertised very heavily here in Adelaide, across a range of media.

First, give me some background on your company / product. What it is, the customerneed it fulfils, and a description of the customers it serves. Then tell me about three ofthe 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 some companies the smallmedia is VERY, VERY important. Think of Clipsal or Red Bull with sponsorship orCarlton United with viral, or even Coke with sales promotion (those huge supermarketends).For each of the three media you choose, do a quick discussion of the strengths andweaknesses of the media, critically present the ads (youtube URLS, other URLs, screenshots, photos, verbatim descriptions of radio ads etc) and then tell me what theyachieved.Write a conclusion of some sort that lets me know your paper has finished, and addyour reference list.


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Assessment Criteria Marking Rubric


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y Assignment 2 25%

Due Date: 4.30 pm on 16th May submit via MyUni Assessment

Essay Indicative word count 2000 words

Todays media environment has changed so much that traditional approaches toadvertising are no longer as effective as they once were.

Discuss this statement in relation to the rise of new media, new approaches and integratedmarketing communications. What impact does it have on todays marketers?

You need to draw on academic theory (ie journals) to substantiate your arguments.


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y Final Exam 40 %

There will be a 3 hour exam in the June Examination period

5.3SUBMISSIONAssignment 1 & 2 are to be submitted using SafeAssign a new feature of MyUni. You willfind this on the assignments tab of the Course WebPage.

You are also required to submit a hard copy with a signed coversheet and plagiarismdeclaration

Retain a copy of each submission


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Assignment Guidelines including Referencing DetailsA copy of the Postgraduate Programs: Communication Skills Guide will have been given toyou at the beginning of your program. This guide will assist you structure yourassignments. A copy of the guide can also be downloaded fromhttp://www.business.adelaide.edu.au/current/mba/download/2009MBACommSkillsGuide.pd

f

This publication also provides guidelines on a range of other important communicationskills including writing essays and management reports, making oral presentations etc.In preparing any written piece of assessment for your postgraduate studies it is importantto draw on the relevant literature to support critical analysis. Also essential is to referencethe literature used. Correct referencing is important because it identifies the source of theideas and arguments that you present, and sometimes the source of the actual words youuse, and helps to avoid the problem of plagiarism. (Further information on plagiarism isprovided later in this course outline.)The Harvard system is widely used in the Business School. Guidelines for the use of this

style of referencing can be found in the Communication Skills Guide.

Further assistance with referencing is available from the Facultys Learning SupportAdvisors. The contact details are provided on page 6 of the Communication Skills Guide.

Late Assignment SubmissionStudents are expected to submit their work by the due date to maintain a fair and equitablesystem. Extensions will generally only be given for medical or other serious reasons. Allrequests for extensions must be emailed to the lecturer in charge of the course before thedue date. Each request will be assessed on its merits. A late assignment (without priorarrangement) will be penalised by a 5% mark reduction for each day that it is late.

Return of Assignments

Lecturers aim to mark and return assignments to students within two (2) weeks of the duedate with written feedback. Students are responsible for collecting their markedassignments from either their tutorials or lectures. If assignments arent collected after two(2) weeks, the assignments will be available at the Student Hub for two (2) weeks. Theremaining assignments will only be posted out to the students, if the correct mailingaddresses are on the assignments.

5.4COURSE GRADINGGrades for your performance in this course will be awarded in accordance with thefollowing scheme: MS8

MS8

Grade Mark Description

HD 85-100 HighDistinction


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D 75-84 DistinctionC 65-74 Credit

P 50-64 Pass

F 0-49 Fail

Further details of the grades/results can be obtained from:

http://www.adelaide.edu.au/student/exams/results.htmlGrade Descriptors are available which provide a general guide to the standard of work thatis expected at each grade level (see: http://www.adelaide.edu.au/policies/700/ )FREE TEXT ENTRY: If applicable, areas with School- or Discipline-contextualised GradeDescriptors must add this information

Final results for this course will be made available through Access Adelaide(https://access.adelaide.edu.au/sa/login.asp)

6. STUDENT FEEDBACKThe University places a high priority on approaches to learning and teaching that enhancethe student experience. Feedback is sought from students in a variety of ways includingon-going engagement with staff, the use of online discussion boards and the use ofStudent Experience of Learning and Teaching (SELT) surveys as well as CEQ surveys andProgram reviews.

SELTs are an important source of information to inform individual teaching practice,decisions about teaching duties, and course and program curriculum design. They enablethe University to assess how effectively its learning environments and teaching practicesfacilitate student engagement and learning outcomes. Under the current SELT Policy(http://www.adelaide.edu.au/policies/101/), course SELTs are mandated and must beconducted at least once every 2 years. Feedback on issues raised through course SELTsurveys is made available to enrolled students through various resources (e.g. MyUni). Inaddition aggregated course SELT data can be found at:http://www.adelaide.edu.au/clpd/selt/aggregates

7. STUDENT SUPPORT

Academic

Support

Maths, writing

and speakingskills

http://www.adelaide.edu.au/clpd/students

CounsellingService

Personalcounselling forissues affectingstudy

http://www.adelaide.edu.au/counselling_centre

InternationalStudent Care

Ongoing support http://www.international.adelaide.edu.au/support/isc


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Student Care Advocacy,confidentialcounselling,welfare supportand advice

http://www.auu.org.au/site/page.cfm?u=69

Students with a

Disability

Alternative

academicarrangements

http://www.adelaide.edu.au/disability

AlternativeExaminationArrangementsPolicy

http://www.adelaide.edu.au/policies/63

ReasonableAdjustments toTeaching &Assessment forStudents with a

Disability Policy

http://www.adelaide.edu.au/policies/64

Occupational Health and Safety ArrangementsThe School is committed to upholding the Universitys Policy on Occupational Health andSafety (OH&S). All staff and students have a legal responsibility to act in the interests ofthemselves and others with respect to OH&S. To assist us, and to comply with yourresponsibilities, you are required to become informed about emergency evacuationprocedures and the evacuation areas for the classes you attend.

Evacuation ProceduresStaff and students must leave the building via the fire stairs once the notice to evacuate

has been given. The lifts should not be used. Those experiencing difficulties leaving thebuilding should notify the floor warden. Staff and students may return to the building onlyafter the Warden has granted permission.

Medical Emergencies & First Aid In a life threatening situation only please telephone 83035444.

Representatives and OfficersFirst Aid officers are trained to deal with first aid situations. School Safety Officersrepresent the Head of School in OH&S matters. The elected OH&S Representative canrepresent staff and students in OH&S issues.

Accident and Incident ReportingOH&S legislation demands that all accidents and near-miss incidents be reported to theSchool Manager or Head of School. In the event of an accident or incident the personinvolved, and their supervisor, must complete an Accident/Incident Report andInvestigation Form, within 48 hours of the accident/incident. A copy of the completed formis to be forwarded to the OH&S Safety Officer. Copies of the form are available from theOH&S Representative or Safety Officer. For further assistance please contact the MBAfront office.


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8. POLICIES & GUIDELINES

This section contains links to relevant assessment-related policies and guidelines. AllUniversity Policies can be obtained from: http://www.adelaide.edu.au/policiesAcademic Honesty and AssessmentObligations for Coursework Studentspolicy and Academic DishonestyProcedures

http://www.adelaide.edu.au/policies/230/

Assessment for Coursework Programs http://www.adelaide.edu.au/policies/700/

Copyright http://www.adelaide.edu.au/policies/2643/

Examinations http://www.adelaide.edu.au/policies/465/

Student Grievance Resolution Process http://www.adelaide.edu.au/student/grievance/

Unsatisfactory Academic Progress byCoursework Students


Academic Honesty and AssessmentObligations for Coursework Studentspolicy and Academic DishonestyProcedures



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Emerging Marketers is the young marketers special interest group of the Australian MarketingInstitute (AMI). For the last three years Emerging Marketers has offered the Harvey Norman SAYoung Marketer of the Year Award and for the last two years has offered internships at some ofSAs best companies to give marketing and advertising students a chance to get their name out

into the industry. For the first time, this year these initiatives will be included as part of MarketingCommunications III.

2011 Emerging Marketers Internship Program

This year as part of the assessment for MarComms III you will have the opportunity to submit anessay in place of Assignment 2 not only as an assessment piece to your lecturer, but also toEmerging Marketers for the chance to win 1-3 week internship within the marketing department ofa top Adelaide company. Emerging Marketers, in conjunction with the Universities and TAFE willoffer an internship opportunity within one of the following companies:

y Channel 9

y Clemenger BBDOy Mitsubishi

y National Pharmacies

y San Remo

y Shiels

Each company has prepared a question that they require a 2,000 word essay response to. Thequestion for this assignment will be provided in lectures. Submissions will be judged on thefollowing criteria:

y creativity of ideas - 20%

y Use of marketing theory - 20%

y Applicability to the real world - 40%

y Meeting the objectives of the questions - 20%

The top three applicants may also be required to do a short, informal presentation to the company.

Terms and conditions of the Emerging Marketers internship program can be found at theAustralian Marketing Institute (AMI) website - www.ami.org.au by following the Emerging Marketers

Overview


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link. Please note you will also need to attach an additional cover sheet for submission as aninternship entry. This can be downloaded from the AMI website.

There will be no tutorial in week 7 of Semester 1, instead students have the opportunity to getadvice on their submission from their tutor who will be available in the usual tutorial location. Thebriefs for each of the internships will be made available before the end of March.

marketng 3500 marketing communications iii sem1 2011(1)

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