MARKETNG 7025 - Digital Media and Marketing Communications
North Terrace Campus - Trimester 1 - 2025
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General Course Information
Course Details
Course Code MARKETNG 7025 Course Digital Media and Marketing Communications Coordinating Unit Marketing Term Trimester 1 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 and MARKETNG 7023 Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture Course Staff
Course Coordinator: Amelie Burgess
Course Timetable
The full timetable of all activities for this course can be accessed from .
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Learning Outcomes
Course Learning Outcomes
By the end of this course students should be able to:
1 Explicate and cross-examine the differing stakeholders within the marketing communications landscape, appraising a range of media and methods available to marketers to meet complex and conflicting stakeholder desires 2 Apply relevant theories to analyse contemporary digital media and marketing communication campaigns 3 Analyse and contextualise the role of digital media and marketing communications in a professional and ethical context. 4 Evaluate and adapt relevant marketing communications theories to compose an Integrated Marketing Communications plan that fulfils insightful objectives for a contemporary brand
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) Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
1, 2, 3 Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
2, 3 Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
4, 3 Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
3, 4 Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
. Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency
Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.
. Attribute 7: Digital capabilities
Graduates are well prepared for living, learning and working in a digital society.
2, 3 Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
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Learning Resources
Required Resources
Textbook details are available on MyUni, along with supplementary resources that can assist in supporting your learning.
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.auOnline 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
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Learning & Teaching Activities
Learning & Teaching Modes
As outlined in the course timetable, this course uses face-to-face sessions. As some students are enrolled offshore, sessions are recorded.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. As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self-directed study).
Students in this course are expected to attend one three (3) hour seminar each week. Recordings are offered for each seminar, however, if not attending in person students are required to make alternative arrangements with the lecturer/course-coordinator in order to submit participation activities.
The 3 hour weekly seminar has a flexible format. The amount of time presenting actual lecture material and seminar activity may vary based on the topic requirements. Students are expected to prepare for each session as detailed in MyUni. The required and optional readings assist in extending knowledge of the weekly topic. Seminar questions and/or discussions will involve student participation and presentation. All assessments are discussed and worked on within seminars, to help students move towards completing assessment pieces. Group assignments are extensively worked on within class, thus it is an expectation students attend seminars where possible.
All required readings, case studies, session lecture slides are available in MyUni Canvas course module.
Additional reading materials (i.e. articles, examples, charts or tables), may from time to time be also posted in the MyUni module to enhance learning.Learning Activities Summary
1 An Introduction to Marketing Communications
2 Understanding Target Markets: Consumer Behaviour and Segmentation in advertising
3 Developing Creative Strategies and Content Development
4 Conducting Media planning and analysis
5 Media Channels Part 1: Broadcast Media
6 Media Channels Part 2: Supplementary Media
7 Media Channels part 3: Digital Marketing Evolution and Strategies
8 Media Channels Part 4: Social Media Strategies and Tools
9 Crafting Edge: Contemporary Considerations for Marketing Communications
10 Defining the Results: Implementation and evaluation
11 Course Review
12 Presentations in Class and Exam Q&ASpecific Course Requirements
Assumed knowledge is Marketng 7005, or Marketng 7104 and Marketng 7023.
To gain a pass for this course, a mark of at least 50% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
The quality of English expression is considered to be integral parts of assessment . For exams, English needs to be understood by the marker.
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Assessment
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 Task Task Type Weighting Learning Outcome Session Participation Individual 10% Pitch Presentation Individual 10% 1, 3 Media Consumption Journal Individual 20% 1, 2 Integrated Marketing Communications Plan Group 30% 1, 2, 3, 4 Exam Individual 30% 1, 2, 3
To pass this course you must gain a mark of at least 45% in the examination as well as a total mark of 50% overall.Assessment Detail
Media Consumption Journal (20% INDIVIDUAL): Students will engage in a media consumption journal composed of two parts. The first part requires students to maintain a media consumption diary. The media consumption diary allows students to experience marketing communications activities from a consumer angle. The second part of the assignment requires students to put on their ‘marketer hat’ to reflect on the course and research marketing communication theories to critically analyse the effectiveness of the marketing communications activities they have witnessed.
IMC Plan (30% GROUP): In groups, students will prepare a comprehensive Integrated Marketing Communications Plan for a client of their choice. Students will critically analyse the brand and its current marketing communications to identify emerging problems and opportunities and suggest a plan for a successful marketing communications campaign in an increasingly digital and ethical marketplace. Throughout the course, students will progressively learn the necessary components of a campaign in each week of content. In industry practice, these components typically form an Integrated Marketing Communications (IMC) plan: research, segmentation, objectives, budget, media channels, creative considerations, planning and evaluation.
Pitch Presentations (10% INDIVIDUAL): Students will create and deliver a PowerPoint presentation version of their plan that will be shared with the class in week 12 for discussion. The presentation should summarise the IMC plan as if you were presenting the plan to your organisation’s executive leadership for approval.
Seminar Participation (10% INDIVIDUAL): Each week students are expected to engage in interaction with the assigned seminar activities through group and classroom discussions.
Final Exam (30% INDIVIDUAL): A three hour exam will be held at the end of the semester.
To pass this course you must gain a mark of at least 45% in the examination as well as a total mark of 50% overall.
Full details on My Uni website.Submission
Submission - via MyUni - Turnitin
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 .
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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.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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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鈥檚 disciplinary procedures.
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