| Semester 3, 2020 Online | |
| Short Description: | Marketing Communications |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Management and Enterprise |
| Student contribution band : | Band 3 |
| ASCED code : | 080599 - Sales and Marketing not elsewh |
| Grading basis : | Graded |
Staffing
Examiner:
Other requisites
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at .
Rationale
Managing the marketing organisation's communications with customers is an important function of a successful business. The marketing communication function is a promotional element of the marketing mix that plays an important role in communicating the marketing organisation鈥檚 offerings to target audiences. This course builds on the knowledge acquired in foundation marketing courses and will be beneficial to all Business and Communications students. Effective marketing communications are essential for business success. This communication element of the marketing mix is focused on the creation, implementation and measurement of communication that is aimed at an organisation鈥檚 target markets.
Synopsis
This course addresses the marketing communication elements of the marketing mix. The focus is upon developing an integrated marketing communication mix which presents a clear and consistent message to the marketing organisation's customer base. The various elements in the integrated marketing communications mix that include advertising, sales promotion, public relations, personal selling, direct marketing and internet marketing are examined. In this course, students will learn how to develop, implement and evaluate marketing communication plans.
Objectives
On successful completion of this course students should be able to:
- synthesise marketing communication knowledge, concepts, theories, principles and processes;
- communicate clearly and concisely in presenting relevant marketing communication knowledge and ideas to a range of audiences;
- apply marketing communication related knowledge and technical skills to resolve problems and make ethical decisions across a range of institutional, national and global contexts;
- use initiative, creativity and judgement to plan and implement marketing communication related professional projects.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Introduction to integrated marketing communications | 10.00 |
| 2. | Analysis of the communication process | 10.00 |
| 3. | Persuasive communication strategies | 10.00 |
| 4. | Target audience in marketing communications | 10.00 |
| 5. | Planning and implementation of marketing communications | 50.00 |
| 6. | Evaluating the effectiveness of marketing communications | 10.00 |
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=03&subject1=MKT2001)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Reference materials
Student workload expectations
| Activity | Hours |
|---|---|
| Directed 精东传媒app | 50.00 |
| Private 精东传媒app | 65.00 |
| Report Writing | 50.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| ASSIGNMENT 1 | 100 | 20 | 17 Dec 2020 | |
| ASSIGNMENT 2 | 100 | 40 | 21 Jan 2021 | |
| ONLINE EXAMINATION | 100 | 40 | End S3 | (see note 1) |
Notes
- This will be an online exam. Students will be provided further instruction regarding the exam by their course examiner via 精东传媒appDesk.
Important assessment information
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Attendance requirements:
Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. -
Requirements for students to complete each assessment item satisfactorily:
Due to COVID-19 the requirements for S3 2020 are:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.
Requirements after S3, 2020:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.) -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
Due to COVID-19 the requirements for S3 2020 are:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Requirements after S3, 2020:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. -
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course. -
Examination information:
Due to COVID-19 the requirements for S3 2020 are:
An Open Examination is one in which candidates may have access to any printed or written material and a calculator during the examination.
Requirements after S3, 2020:
This is a closed examination. Candidates are allowed to bring only writing and drawing instruments into the examination. -
Examination period when Deferred/Supplementary examinations will be held:
Due to COVID-19 the requirements for S3 2020 are:
The details regarding deferred/supplementary examinations will be communicated at a later date.
Requirements after S3, 2020:
Any Deferred or Supplementary examinations for this course will be held during the next examination period. -
精东传媒app Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene 精东传媒app policies and practices. These policies can be found at .
Assessment notes
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Referencing in assignments:
Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at .