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Course specification
The current and official versions of the course specifications are available on the web at .
Please consult the web for updates that may occur during the year.

MKT8009 Integrated Marketing Communication

Semester 2, 2020 Online
Short Description: Integrate Market Communication
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 the marketing manager. The promotional element of the marketing mix plays a vital role in communicating the marketing organisation's offerings to target markets. Effective communication with target markets is essential for marketing success. This course focuses on the development of an integrated marketing communications program that involves selecting the appropriate elements of the promotional mix, selecting media, as well as creative strategy and integrating all the promotional elements to achieve a consistent and compelling message. The high cost of promotional activities emphasises the importance of effective promotional planning

Synopsis

This course addresses the promotional 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 including advertising, sales promotion, public relations, personal selling, direct marketing, and internet marketing are examined. In this course, you will learn how to develop and evaluate promotional plans including source, message and media elements. This course builds on the knowledge acquired in MKT1001 Introduction to Marketing and MKT1002 Consumer Behaviour, and MKT2001 Promotional Management, developing a broader and deeper theoretical understanding, as well as a more sophisticated and comprehensive application of Integrated Marketing Communication principles and practices.

Objectives

On successful completion of this course students should be able to:

  1. understand the theoretical ideas and concepts and the application of communication principles to the marketing-communication process;
  2. describe the roles and importance of promotion in achievement of organisation objectives;
  3. demonstrate an understanding of the IMC planning process and its role in the marketing mix;
  4. demonstrate an ability to develop and evaluate promotion campaigns;
  5. demonstrate an understanding of the nature of the elements of the integrated marketing communications mix;
  6. present material in correct written format including Harvard style referencing of sources;
  7. develop effective electronic communication skills;
  8. demonstrate self-direction in learning;
  9. prepare a formal written report on an IMC program;
  10. demonstrate an ability to conduct market research;
  11. demonstrate an ability to research and analyse academic theories.

Topics

Description Weighting(%)
1. Introduction to integrated marketing communication 9.00
2. Buyer behaviour 5.00
3. Opportunity analysis and communications planning 9.00
4. Managing IMC 5.00
5. Creative development 9.00
6. Message strategy and implementation 9.00
7. Media strategy 9.00
8. E and alternative marketing communications 9.00
9. Direct marketing 9.00
10. Trade and consumer sales promotions 9.00
11. Public relations and sponsorships 9.00
12. Ethics and evaluating marketing communications 9.00

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=02&subject1=MKT8009)

Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)

Clow, KE & Baack, D 2010, The IMC Planpro handbook and IMC Planpro software package for integrated advertising, 4th edn, Pearson, Upper Saddle River, New Jersey.
Clow, KE & Baack, D 2014, Integrated advertising, promotion, and marketing communications, 6th edn, Prentice Hall, Paramus, USA.
Summers, J & Smith, B 2014, Communication skills handbook, 4th edn, John Wiley & Sons, Milton, Queensland.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Arens, WF, Weigold, MF & Arens, C 2017, Contemporary advertising, 15 internation edn, McGraw-Hill Irwin, Boston, Massachusetts.
Belch, GE & Belch, MA 2017, Advertising and promotion: an integrated marketing communications perspective, 11th edn, McGraw-Hill Irwin, New York.
Chitty, W, Barker, N & Shimp, TA 2017, Integrated marketing communications, 5th edn, Thomson, South Melbourne, Victoria.
(Asia Pacific edition.)
Lane, WR, King, KW & Reichert, T 2011, Kleppner's advertising procedure, 18th edn, Pearson Prentice Hall, Boston, Massachusetts.
Shimp, TA & Andrews, JC 2018, Advertising promotion, and other aspects of integrated marketing communications, 10th edn, South-Western Cengage Learning, Mason, Ohio.

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
CASE STUDY 30 30 08 Aug 2020
IMC PLAN 70 70 13 Oct 2020

Important assessment information

  1. Attendance requirements:
    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.

  2. Requirements for students to complete each assessment item satisfactorily:
    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.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. 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.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. 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

  1. 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 .

Date printed 6 November 2020