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On successful completion of this course, students will be able to:

1 Apply basic communication theories and concepts to undestand the business environment for a company and undestand marketing communication activities
2 Undertake analysis to develop appropriate marketing communication objectives for a specified target market considering a range of media and methods available to marketers
3 Indentify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit
4 Present a brief verbal presentation to the class showing insight and analysis
5 Show analysis in case study and discussion work for participation marks which indicate critical thinking. Activities may cover campaigns in other countries and may consider ethical implications.

Optional:
Chitty, Luck, Barker, Sassenberg, Shimp and Andrews (2020 – 6th Edition), Integrated Marketing Communications, Cengage Learning. ISBN 978-0170443005

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
Weekly Online Quiz
Class-sourcing - discussion and thoughts

As outlined in the course timetable, this course uses face-to-face lectures with discussions and workshop, online video and learning content,

The timetable will be discussed in depth in the first lecture.

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.
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 12 hours for a three-unit course in total per week.

Session Topics

1 IMC – what, why how

2 Persuasion and Segmentation

3 Establishing objectives and budgeting for IMC

4 Developing creative strategies

5 Media planning and analysis

6 Broadcast Media

7 Supplementary media I: Print and Support Media and PR 

8 Supplementary media II: Personal Selling and Sales Promotion

9 The evolution and digitalisation of Marcomms Part One: Digital and Social media marketing

10 The evolution and digitalisation of Marcomms Part Two: Contemporary Considerations in Communications

11 Measuring IMC & Putting it into Practice

12 Course/Exam Review

Groups are formed within tutorials, if you are not attending tutorials you will need to reach out to the lecturer in advance to make assessment arrangements. All online students should have access to a computer that has a microphone and webcam in order to participate in tutorials. Please note that there is a 45% hurdle grade for the examination.

Assignments are to be submitted via Turnitin using the MyUni site. Due dates for each assessment are specified in the course outline. For group assessments, only one person per group is to submit via Turnitin on behalf of the group members.

Assessment Task                                                          Weighting     Learning Outcome

Workshop Participation & Discussion Throughout                10%             1,2,5
Marketing Communications Workshop Presentation             10%             1,2,4
Assignment 1 : Campaign Audit                                        20%             1,3,4
Assignment 2 (Group): Marketing Communications Brief     20%             1,3,5
Final Exam                                                                      40%             1,3,5
Total                                                                              100%

To gain a pass for this course, a mark of at least 45% 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%

Supplementary exams will be offered to students who achieve 45-49% in the exam in accordance with University policy.

Students achieving less than 45% for the exam – regardless of overall course mark – will receive a fail. This is when the student has shown nowhere near enough understanding of the course in the exam.

All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day that it is late.
Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf. Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.

Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted for poor hand-writing and grammatical expression.

Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.

Assessment rubrics will be provided in the tutorials and posted on MyUni.

Tutorial Participation and Discussion 10%

Questions have been assigned to each tutorial to develop the learning from previous sessions, you are expected to prepare answers for these questions before the tutorial. Some weeks the tutors will also present some in class activities. You are expected to be able to take part in the discussion and contribute to the group learning. This is not a mark for attendance – it is for participation and discussion.

Tutors will nominate students to make brief opening remarks in relation to each question.

Marketing Communications Workshop Presentation 10%

In groups of 3-4 (marked individually) pretend you have been hired by a marketing agency to develop a professional development workshop on deepening the agency's understanding of a specific marketing concept. You and your have to develop a presentation that teaches the audience about the concept, and then develop an activity. Each group will be given a lecture week of content (typically the prior week's lecture), in which you have to focus on some form of "importance" or "key takeaway" from the lecture, explain it in an accessible and professional way and develop an engaging activity for the class (who are role playing as the agency). Presentation should be around 15-20 minutes, with allocated question time occuring afterwards. Cue cards are thoroughly discouraged. 


Assignment 1: Campaign Audit 20%

Individual, word limit indication: 1500-2000 words

Select a brand and pretending you have been outsourced to provide them with marketing advice in relation to one of their campaigns. Using this campaign analyse its effectiveness or success in relation to the frameworks discussed within the course. Then, provide some recommendations at the end of your campaign audit. Students should aim to include at least 4 quality sources. While some of this content may be addressed in future lectures, the point is for you to use quality academic and industry sources to provide your analytical perspectives. Your analytical statements should be made in relation to industry competitors and research as well as academic sources. Write a conclusion of some sort that lets me know your paper has finished, perhaps with bulleted recommendations (not included in word count) and add your reference list. This assignment forms an important base for your other assessment pieces, as well as your exam. Thus, the campaign audit should cover:
- A brief background of the brand, campaign and overrarching objectives
- The target market 
- Task attempted
- Creative analyses
- Media analyses
- Conclusion and recommendations (bulleted)


Assignment 2: Marketing Communications Brief 20% Submit via MyUni

Group of 3-4 – 2000-2500 words

One of the keys to getting good creative – that achieves marketing results – is having a good brief from marketing to creative. So often I’ve had creative tell me that they didn’t get a brief, or that it was written down while it was being asked for or that it was as simple as ‘this is the product, we want a radio (TV/Magazine/Web) ad. So often I’ve seen marketers unhappy with what comes back from creative – only to find out that they hadn’t in fact provided a brief, or that it wasn’t particularly thorough. At this point in the learning of this course, building on the learning you developed in the Campaign Audit and what we have covered in the Sessions so far it is your opportunity to prepare your first brief – and know it is for learning and marks, rather than having half a million in development work go into it. You can use the brand/product/service that you investigated in the media Audit if you want – in some cases this will help deeper learning, especially if you thought it was poorly executed or wide of the mark. In this assignment, you will draw on the theory and learning and see to what extent you need to draw on your marketing skills to guide creative output. In 2000-2500 Words you need to prepare a Marketing Communications Brief as if you are the brand manager/marketing manager and you are employing an ad agency.

Your tutors will explore ways to create/format/structure a creative brief. If you wish to use a different format that suits your approach –you are welcome to. In fact it is a good idea to scour around the web and see the different approaches, evaluate them from what you have learned, pros and cons and develop the approach you believe will best meet your objectives. Try (amongst many sites) adcracker.com, slideshare (many communicators, marketers and creatives contribute here – such as ‘true digital’)

Final Exam 40 %

There will be a 3 hour exam in the June-July Examination period. This exam is based on the content present in the lecture, tutorials, textbook and readings. Like the rest of the assessment in this course, you are expected to use your own words when answering your exam.

All submissions via MyUni