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

1. Quickly understand a company and its marketing communications activities
2. 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 and concepts

Requred text book: Chitty, Luck, Valos, Barker and Shimp (2015 – 4th Edition), Integrated Marketing Communications,

CengageLearning, (ISBN 9780170254304).


Other books referred to in the course are:

 Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney

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)

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.au

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

Students are expected to have read the appropriate chapter(s) from the text before each lecture; the lecture will expand on the key points and provide examples. Workshops are used to discuss cases and theory application to enhance the learning development.

The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

Students in this course are expected to attend all lectures throughout the semester each week as scheduled. Please refer to Access Adelaide for your timetable and enrolment details:

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

  “Essential Information for Students” document contains crucial dates and information 

Week 1
Lecture Date:  06 September
Topic: Lecture - IMC-What, Why and How 
Text: Chapter: Please read chapters 1 and 2 from the text book  
Workshop:  Advertisement discussion activity: The impact controversial ads can have on brand equity.
Ch 1 Q 2 (b) & 6;· Ch 2 Q 2, 3, & 4;· Organise into Groups

Week 1
Lecture Date:06 September
Topic: Lecture - Persuasion and Segmentation
Text: Chapters 3 and 4
Workshop:Read an assigned case and prepare for in- class discussions;
Case presentation and discussions (lead by the Lecturer);
IMC Challenge p.57-58;
Advertisement discussion activity: Cause marketing advertising campaign;

 Week 2
 Lecture Date:13 September
 Topic: Lecture - Advertising and Management – Planning and Analysis
 Text: Chapters 5 and 9
 Workshop:“TigerAir Australia - launching a rebranded airline”(page113 of the text book): Group Case presentation and in-class  discussions; Group Presentation on an advertisement/communication campaign.

Week 2
Lecture Date:13 September
Topic: Lecture - Advertising Strategy and Implementation
Text: Chapter 6
Workshop:“Putting the environment ‘on the radar” for hardware customers” (page116 of the text book):Group Case presentation and in-class discussions;Group Presentation on an advertisement/communication campaign

Week 3
Lecture Date: 20 September
Topic: Lecture - Broadcast Media
Text: Chapter 7 
Workshop: “V makes the everyday awesome: rent a monkey butler” (page187 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

Week 3
Lecture Date: 20 September
Topic: Lecture - Digital Marketing
Text: Chapter 11
Workshop: “Daft punk gets lucky with album release”(page190 of the text book): Group Case presentation and in-class discussions
Group Presentation on an advertisement/communication campaign

Week 4
Lecture date: 27 September
Topic: Lecture - Print and Support Media
Text: Chapter 8
Workshop: “Can everybody be convinced to own a mobile phone?”(page 281 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

Week 4
Lecture Date: 27 September
Topic: Lecture - Sales Promotion 
Text: Chapter 10 
Workshop: “The changing media environment”(page 283 of the text book): Group Case presentation and in-class discussions;
Group Presentation on an advertisement/communication campaign

Week 5
Lecture Date: 18 October
Topic: Lecture - Marketing Public Relations and Sponsorship
Text: Chapter 13
Workshop: “Sponsorship and packaging –marketing communication synergy”(page 411 of the text book): Group Case presentation and in-class discussions; Group Presentation on an advertisement/communication campaign

Week 5
Lecture Date: 18 October
Topic: Lecture - Direct & Interactive Marketing
Text: Chapter 10
Workshop:“Communicating culture: Australian museums in a digital age”(page 413 of the text book): Group Case presentation and in-class discussion; Group Presentation on an advertisement/communication campaign

Week 6
Lecture Date: 25 October
Topic: Lecture-Personal Selling
Text:Chapter 12
Workshop: “Testing advertising concepts for a pasta brand- breaking through the clutter with great ads”(page 454 of the text book): Group Case presentation and in-class discussions;Group Presentation on an advertisement/communication campaign

 Week 6
Lecture Date: 25 October
Topic: Lecture -Measuring IMC Putting it into Practice; Course Wrap-Up.
Text: Chapter 14
 “Become a legend: New Zealand road safety advertising”(page 457 of the text book): Group Case presentation and in-class discussions
 Group presentation on an advertisement/ communication campaign.

1.Assessment: Attendance & Participation 
Due Date and time:Throughout
Weighting: 10 %
Related Learning Outcome:
* Show that you’re thinking like a marketer
*Present a brief verbal presentation

2.Assessement: Advertisement Presentation & Discussion (Group)
Due date time:Throughout
Weighting:10%
Related Learning outcome:
*Show that you’re thinking like a marketer
*Present a brief verbal presentation

3. Assessement: Case Presentation and discussions (Group)
Due date and time: Throughout
Weighting: 10 %
Related Learning Outcome:
* Show that you’re thinking like a marketer
*Present a brief verbal presentation

4. Group Assignment: Media Audit
Due date time: Week 6 - 11.10.2016
Weighting:20%
Related Learning Outcomes:
*Demonstrate a comprehensive understanding of Marketing Communications theories and concepts

5. Final Exam
Due date and time: to be confirmed
Weighting: 50 %
Details:3 hours;Closed book;No Dictionaries
Related Learning Outcomes: 
*Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
*Show that you’re thinking like a marketer

The assessment components are as follows:

 · Attendance and participation in the discussions (please submit the hard copies of answers to the assigned case questions to the lecturer prior to the class discussions) – 10%

 · Case Presentation and Discussion 10%

Case studies and questions have been assigned to each group to develop the learning from previous sessions. Assigned group is expected to present the case, answer the case questions, and lead the discussion. Class is expected to be able to take part in the discussion and contribute to the group learning. 

· Advertisement Presentation and Discussion 10%

The assigned students (group of 2) will give a 15 minute (MAX) presentation on an advertisement/communication campaign they have observed. You will need to detail your thoughts on

-Target Market/Objective

-Media used

-Strengths and Weaknesses of the ad/campaign

-Message used, media used, overall

-How well you think the objective was achieved

The class will then discuss your presentation and give you feedback on their views of the ad/communication presented.


· A Media Audit - Group Assignment 20%

Due Date: Week 6 - 11.10.2016

Submit via MyUni – Assessments - Hard Copy to Lecturer
Group work, word limit indication: 1500 words
Pick a company or product that has been advertised very heavily here in Adelaide or in your home country across a range of media. 
First, provide the background on chosen company / product. What it is, the customer need it fulfils, and a description of the customers it serves. Then tell me about three of the 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 each of the three media you choose, provide a discussion of the strengths and weaknesses of the media, critically present the ads (youtube URLS, other URLs, screen shots, photos, verbatim descriptions of radio ads etc) and describe what they have achieved. Write a conclusion with recommendations on how to address the weaknesses or capitalise on the existing strength of the media. Add your reference list.
 
Assignment Grading Criteria:
 
*Description of the product/brand and the need fulfilled: 10 maximum points
*Description of what has been attempted: 20 maximum points
*Description of target customers:25 maximum points
*Description of individual media, its strengths and weaknesses related to the task attempted:35 maximum points
*Recommendations for improvement: 10 maximum points
 Total: 100 points


· Final Exam 50 %

There will be a 3hour exam

Assignment to be submitted using MyUni. You will find this on the assignments tab of the Course Web Page. Retain a copy of each submission

 
Assignment Guidelines including Referencing Details

A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/current/mba/download/2009MBACommSkillsGuide.pdf

 
This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc.

In preparing any written piece of assessment for your postgraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. (Further information on plagiarism is provided 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 Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

 Late Assignment Submission

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


Return of Assignments

Lecturer’s aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from either their lectures. If assignments aren’t collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.