MKC3460 Integrated marketing communication Unit Guide Semester 1, 2015 Copyright © Monash University 2014. All rights reserved. Except as provided in the Copyright Act 1968, this work may not be reproduced in any form without the written permission of the host Faculty and School/Department. The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 24 Feb 2015 Table of Contents MKC3460 Integrated marketing communication - Semester 1, 2015....................................................1 Mode of Delivery..............................................................................................................................1 Workload requirements....................................................................................................................1 Additional workload requirements........................................................................................1 Unit Relationships........................................................................................................................................1 Prerequisites....................................................................................................................................1 Prohibitions......................................................................................................................................1 Chief Examiner(s)........................................................................................................................................2 Campus Lecturer(s).....................................................................................................................................2 Tutor(s)........................................................................................................................................................2 Clayton.............................................................................................................................................2 Your feedback to Us....................................................................................................................................2 Previous Student Evaluations of this Unit....................................................................................................2 Academic Overview...................................................................................................................................3 Learning Outcomes.........................................................................................................................3 Unit Schedule.............................................................................................................................................4 Teaching Approach..........................................................................................................................4 Assessment Summary.....................................................................................................................4 Hurdle Requirements...........................................................................................................5 Second marking...................................................................................................................5 Return of final marks............................................................................................................5 Exam viewing.......................................................................................................................5 Assessment criteria..............................................................................................................5 Assessment Requirements......................................................................................................................6 Assessment Tasks...........................................................................................................................6 Assessment task 1...............................................................................................................6 Assessment task 2...............................................................................................................6 Examination(s).............................................................................................................................................7 Examination 1..................................................................................................................................7 Learning resources......................................................................................................................................7 Feedback to you..........................................................................................................................................7 Assignment submission...............................................................................................................................7 Hard copy submission.....................................................................................................................7 Online submission...........................................................................................................................8 Prescribed text(s) and readings.......................................................................................................8 Recommended text(s) and readings................................................................................................8 Other Information....................................................................................................................................10 Policies..........................................................................................................................................10 Graduate Attributes Policy.................................................................................................10 Student Charter.........................................................................................................................................10 Student services........................................................................................................................................10 Monash University Library.........................................................................................................................10 Moodle 2....................................................................................................................................................10 Disability Liaison Unit................................................................................................................................11 MKC3460 Integrated marketing communication - Semester 1, 2015 This unit builds on MKC1200 by extending the issues relating to communication. Conceptual framework for the planning, integration and control of the communication process; determining the communication options available to organisations; developing realistic communication objectives for different types of marketing communication; budgeting and allocating resources to the communication elements within the budget. Evaluating the effectiveness of the marketing communication plan and the strategic use of the techniques of advertising, sales promotion, publicity/PR and personal selling, sponsorship, direct marketing and the use of communication in electronic commerce. Mode of Delivery Clayton (Day) Workload requirements Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement. See also Unit timetable information Additional workload requirements The total time commitment expected for this unit is 144 hours. In addition to the 36 hours of class contact (3 hours each week) you should plan to spend an additional 108 hours during the semester in study for this unit. This includes time spent in preparing for and completing assessment tasks, together with time spent in general study, revision, and examination preparation. That is you need to spend a minimum of 8 hours per week studying and preparing for this unit. All assignments and assessment are built around this minimum expectation. Unit Relationships Prerequisites MKC2110 Prohibitions MKG2460, MKF3461, MKW3461, MKW2460, MKW2211 1 MKC3460 Integrated marketing communication - Semester 1, 2015 Chief Examiner(s) Mr Peter Thompson Campus Lecturer(s) Tutor(s) Clayton Dr Chadinee Maneesoonthorn Contact hours: TBA Dr Yasmin Raja Contact hours: TBA Your feedback to Us Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The University’s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monash’s educational strategy, see: www.monash.edu.au/about/monash-directions/ and on student evaluations, see: www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html Previous Student Evaluations of this Unit If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp 2 Academic Overview Learning Outcomes The learning goals associated with this unit are to: 1. critically evaluate the role of Integrated Marketing Communication in building brand equity 2. employ a conceptual framework for the planning, integrating and control of the marketing communication process 3. demonstrate the strategic use of each of the communication elements -- advertising, direct marketing, sales promotion and PR/publicity 4. formulate relevant ideas on campaign message and creative strategies and discuss them 5. recommend appropriate ways to evaluate a marketing communication campaign. 3 Unit Schedule Week Activities Assessment 0 No formal assessment or activities are undertaken in week 0 1 Unit introduction: (objectives, resources, program). The nature of the marketing communication environment and the rationale for IMC. IMC and the campaign planning process. 2 Brand Equity Models, Frameworks and IMC implications. How IMC builds strong brands through brand positioning. New Brands and IMC 3 Understanding and selecting IMC target audiences. 4 Brand Positioning Marketing and communication objectives. Objective Setting and Budgeting 5 Managing the Process Developing a creative brief Evaluation of creative elements 6 Creative strategy and execution tactics Leveraging Attitude and Persuasion models. Appeals and Endorsers 7 Measuring Effectiveness. Media Planning and Analysis 8 Advertising Tools Overview. Internet and advertising. Traditional Tools 9 Other advertising tools 10 Using consumer and trade sales promotion in campaigns 11 Using PR, Sponsorship and Publicity in campaigns 12 On-Premise, Off-Premise Signage. Assignment One: Due before 9.00am Wednesday 1 April 2015. Assigment Two: Due before 5.00pm, Wednesday 6 May 2015 SWOT VAC No formal assessment is undertaken SWOT VAC Examination period LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html Teaching Approach Assessment Summary Within semester assessment: 50% Examination: 50% Assessment Task Value Due Date 4 Unit Schedule Individual essay 2000 words 25% Before 9.00am Wednesday 1 April 2015 IMC Plan 25% 5.00pm Wednesday 6 May 2015 Examination 1 50% To be advised Hurdle Requirements There is a hurdle requirement in this unit. The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task. A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit. The individual summative assessment task is the final exam. Second marking Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark. Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal. Exam viewing Will comply with Departmental policy Assessment criteria Assessment Criteria Grading Descriptors available at: http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html. 5 Assessment Requirements Assessment Tasks • Assessment task 1 Title: • Individual essay 2000 words Due date: Before 9.00am Wednesday 1 April 2015 Details of task: You are required to write a review of the peer-reviewed academic literature that examines the effectiveness of social media as a marketing communications tool. You must not approach employees in any organisation for assistance with this assignment. Word limit: 2000 words Weighting/Value: 25% Estimated return date: Submission details: Assignments are to be submitted, with the appropriate BusEco cover sheet into the box outside room W1028, 10th Floor Menzies building. The box will be marked "MKC3460 Assignments". Any late submission will be penalised at the rate of 10% of the total marks allocated for this task for every day or part thereof that the assignment is late. This penalty includes weekends. Any assignment submitted more than six days late will not be accepted and will be deemed to have not been submitted. Assessment task 2 Title: IMC Plan Due date: 5.00pm Wednesday 6 May 2015 Details of task: This is a group assignment. Groups of four will be decided by the end of Week Two. You will be invited to nominate your own groups. You are to prepare an Integrated Marketing Communications plan for a range of wombat meat cuts. You will need to develop a brand for the meat and a detailed IMC plan. Further details will be provided on Moodle and during lectures and tutorials. You must not approach employees in any organisation for assistance with this assignment. Any problems with group members who are not participating appropriately should be bought to the attention of the tutor early in the life of the project. Word limit: 6000 Weighting/Value: 25% Presentation requirements: 6 Assessment Requirements The plan should be submitted as a business document. Estimated return date: Hurdle requirements: As part of the assessment, all members of each group are to arrange and attend a group meeting with the Chief Examiner during weeks four, five or six to discuss the project. Individual Assessment in Group Tasks: All individuals in the group will achieve the mark given to the group. Submission details: Assignments are to be submitted, with the appropriate BusEco cover sheet signed by all members of the group, into the assignment box outside room W1028 in the Menzies Building by the due date and before the deadline time. Any late submission will be penalized at the rate of 10% of the total marks allocated for this task for every day or part thereof that the assignment is late. This penalty includes weekends. Any assignment submitted more than six days late will not be accepted and will be deemed to have not been submitted. Examination(s) • Examination 1 Weighting: 50% Length: 3 hours Type (open/closed book): Electronic devices allowed in the exam: None Remarks: Prior exams will be made available on the MUSO site. Learning resources Monash Library Unit Reading List (if applicable to the unit) http://readinglists.lib.monash.edu/index.html Feedback to you Types of feedback you can expect to receive in this unit are: • Informal feedback on progress in labs/tutes • Graded assignments with comments • Interviews Assignment submission Hard copy submission Assignments are to be submitted, with the appropriate SIGNED BusEco cover sheet, into the box outside room W1028 in the Menzies Building by the due date and before the deadline time. Any late submission will be penalized at the rate of 10% of the total marks allocated for this task for every day or part thereof that the assignment is late. This penalty includes weekends. Any assignment submitted more than six 7 Assessment Requirements days late will not be accepted and will be deemed to have not been submitted. Online submission If Electronic Submission has been approved for your unit, please submit your work via the VLE site for this unit, which you can access via links in the my.monash portal. Prescribed text(s) and readings Shimp, T.A. and J.C. Andrews (2013), Advertising, Promotion, and Other Aspects of Integrated Marketing Communication, 9th ed, South-Western Cengage Learning, Mason, USA. Students are expected to source and read a range of nominated journal articles, case studies, and press articles. The list of readings for each week can be located on the MUSO site. This strategy means that you must keep up with the readings as they will be examinable. Recommended text(s) and readings A range of textbooks can be sourced second hand or borrowed from the library. • Duncan, T., Principles of Advertising & IMC, 2nd Edition, McGraw-Hill, 2005 • AFA Effective Advertising Awards, (1990-2004),Books1-7, Hardie Grant. • Belch, G.E. and Belch, M.A. (2003), Introduction to Advertising and Promotion: An Integrated Marketing Communication Perspective, 6th ed, Irwin McGraw-Hill. • Duncan, T., (2002) IMC: Using Advertising & Promotion to Build Brands, McGraw-Hill. • Kapferer, J. (1997), 2nd ed, Strategic Brand Management, Kogan Page. • Rossiter, J.R. and Bellman S., (2005), Marketing Communications, 1st edition, Pearson • Rossiter, J.R. and Percy, L. (1997), Advertising Communications and Promotion Management, 2e, McGraw-Hill. • Shimp, T.A. (2000), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication, 6e, Harcourt • Sutherland, M. (2002), Advertising and the Mind of the Consumer, Allen and Unwin. RECOMMENDED JOURNALS Articles and cases for reading are an essential part of this unit. Readings will be identified on the tutorial outlines and you are expected to source and download these for reading by using the various databases available through the Monash Library system. You should also be scanning a range of publications to find other useful sources of information. Magazines and Newspapers Ad News B &T Weekly Retail World Business Review Weekly Marketing (Australia) Professional Marketing (Australia) Choice Magazine The Australian (media supplement – every Wednesday – see online version) Journals Journal of Advertising Journal of Advertising Research International Journal of Advertising Journal of Consumer Research Journal of Marketing Communications Corporate Reputation Review Journal of Product & Brand Management Journal of Brand Management RECOMMENDED ACTIVITIES Exposing yourself to a wide range of communication activities will sensitise you to the cultural and business issues which contextualise the management of communication. You are recommended to: 8 Assessment Requirements • Watch some commercial television each week; listen to commercial radio for at least some time at breakfast and drive time once a week. • Collect catalogues brochures & addressed mail delivered to your home (or office); take off the “No Junk Mail” sign! • Scan critically the advertising in newspapers and magazines regularly; consider the target audience, the marketer and the creatives who brought it into life! • surf on-line looking at websites, home pages, banner ads, media releases etc • Go shopping (window, on-line or actual) and reflect on your, your family’s and your friends’ behaviour. 9 Other Information Policies Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and to provide advice on how they might uphold them. You can find Monash’s Education Policies at: www.policy.monash.edu.au/policy-bank/academic/education/index.html Key educational policies include: • Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and Collusion Procedures ; • Assessment in Coursework Programs; • Special Consideration; • Grading Scale; • Discipline: Student Policy; • Academic Calendar and Semesters; • Orientation and Transition; and • Academic and Administrative Complaints and Grievances Policy. Graduate Attributes Policy http://www.policy.monash.edu/policy-bank/academic/ education/management/monash-graduate-attributes-policy.html Student Charter www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html Student services The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at http://www.monash.edu.au/students Monash University Library The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the library tab in my.monash portal for more information. Moodle 2 All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into. 10 Other Information Disability Liaison Unit Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. • Website: http://www.monash.edu/equity-diversity/disability/index.html • Telephone: 03 9905 5704 to book an appointment with a DLO; • Email: dlu@monash.edu • Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus. 11