MKC3460
Integrated marketing communication
Unit Guide
Semester 1, 2015
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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
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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
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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.
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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
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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.
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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:
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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
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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:
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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.
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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.
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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.
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