MKW2460 Semester 1(S1-01) 2018 PDF

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Unit Guide 

MKW2460 Integrated marketing communication Semester 1, 2018    Handbook link: http://monash.edu.au/pubs/2018handbooks/units/MKW2460.html 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:19 Feb 2018

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Table of contents Unit handbook information

4

Synopsis

4

Mode of delivery

4

Workload requirements

4

Additional workload requirements

4

Unit relationships

4

Prerequisites

4

Prohibitions

4

Co-requisites

4

Chief Examiner

5

Unit Coordinator(s)

5

Campus Lecturer(s)

5

Tutor(s)

5

Academic overview

5

Learning outcomes

5

Teaching approach

6

Recording of lectures Unit schedule Assessment summary

6 8 8

Second marking

9

Return of final marks

9

Exam viewing

9

Assessment criteria

9

Assessment requirements

10

Hurdle requirements

10

Assessment tasks

10

Examination(s)

16

Extension and penalties

17

Resubmission of assignments

18

Referencing requirements

18

Assignment submission

19

Feedback

19

Learning resources

20

Required resources

20

Technological requirements

20

2

Q Manual

20

Prescribed text and readings

20

Recommended resources

21

Other information

22

Policies

22

Student Academic Integrity Policy

23

Special Consideration

23

Graduate Attributes Policy

23

Student Charter

23

Student Services

23

Monash University Library

23

Disability Support Services

23

Other unit information

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Unit handbook information Synopsis This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.

Mode of delivery Malaysia (On-campus)

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.

Additional workload requirements ON-CAMPUS: this is a six credit point unit with three hours class contact per week over 12 teaching weeks.Tutorials commence in Week 2. The total time commitment expected for this unit is 144 hours.In order to meet the faculty’s expectation, students should plan to spend on average nine hours in self-directed study, in addition to the three hours of class contact, each week.

Unit relationships 

Prerequisites Students must have passed two units from the following: MKG1120 or MKW1120 and MKG2402 or MKW2402 before undertaking this unit.

Prohibitions MKC3460, MKF3461, MKW2211, MKG2460

Co-requisites 4

None

Chief Examiner Name:DrGhazalaKhan Campus:Malaysia Phone:+603 5514 6294 Email:[email protected]

Unit Coordinator(s) Name:DrGhazalaKhan Campus:Malaysia Email:[email protected] Phone: Contact hours:TBA

Campus Lecturer(s) Name:DrGhazalaKhan Campus:Malaysia Phone: Email:[email protected] 

Tutor(s) Name:DrGhazalaKhan Campus:Malaysia Phone: Email:[email protected] 

Academic overview Learning outcomes The learning goals associated with this unit are to: 1. demonstrate a detailed understanding of the marketing communication strategies used to build brands 2. understand and apply marketing communication functions 3. analyse and apply the marketing communication processes as they apply to specific targets 4. analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective

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5. determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.

Teaching approach Lecture and tutorials or problem classes This teaching and learning approach provides facilitated learning, practical exploration and peer learning. A variety of methods to present the materials will be incorporated into the unit at various learning stages, including lectures, tutorials, group exercises, discussion of case studies and related questions. Multimedia such as PowerPoint, CDs, videos, websites will be utilised. Students are expected to be fully prepared prior to attending every lecture and tutorial session. This unit emphasises a collaborative and student-centred approach to learning. Your contribution to the overall learning experience is expected through effectively participating in the learning activities, e. g., tutorial discussion sessions and group exercises. On-Campus On-Campusmode, this unit will be taught as a 2-hour lecture and 1-hour tutorial. LECTURES: The lectures will follow the prescribed textbook but will also include a broad range of examples to help consolidate your learning. TUTORIALS: The tutorials will involve a series of interactive tasks that have been designed to help you apply the knowledge learnt during your chapter readings and lectures. These activities are designed to reinforce your understanding of the concepts outlined in the lectures and to help you prepare for the assessments. UNITStudy Resources The UnitMoodle site -Unit materials are available through the MUSO (Monash University Studies Online) site. You can access MUSO via the Monash portal:http://my.monash.edu.au In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain programs may need to be installed such as a compatible Java version. This can easily be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the relevant software. TheMoodle site will be used to inform students of any unexpected changes in the scheduling of lectures and/or tutorials. TheMoodle site contains the following information and learning resources: • Announcement of any unit-related updates. •This Unit Guide outlining the administrative information for this unit. •Copies of lecture notes. • A guide to the referencing system [APA format] to be used for your assignments. • Assignment and tutorialrelated materials. • An interactive student discussion forum. • Other useful unit material. Library resources - The Monash University Library provides a range of services and resources that enable you to save time and be more efficient in your learning and research at URL: http://www.lib. monash.edu.au or via the Library tab in themy.monash portal . 

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Recording of lectures This unit does not have lectures (or seminars in the absence of lectures) recorded. Instead the following is available to students: Students can see the lecturer and tutor during the scheduled consultation time and by appointment to discuss any questions related to the lectures, assignments, tutorials, and any other relevant matters.

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Unit schedule For units with on-campus classes, teaching activities are normally scheduled to start on the hour (teaching will commence on the hour and conclude 10 minutes prior to the scheduled end time). Students should note that the program outlined below is a guide to the material to be covered in this unit and not a definitive statement of when that material will be covered. Specific details relating to the timing will be discussed in class.

Week

                    Activities

Assessment

0

Purchase the textbook. Read the unit guide available on Moodle.

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Lecture 1- Introduction to Integrated Marketing Communications and Brand Management , Chapters 1 & 2

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Lecture 2 - The IMC planning Process, Chapter 4

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Lecture 3- Advertising Design - Chapter 5 & 6

Tutorial presentations commence

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Lecture 4 - Media Planning, Chapter 7

Tutorial presentations

5

Lecture 5- Digital and Alternative Marketing, Chapters 8 & 9

Tutorial presentations

6

Lecture 6 - Digital and Alternative Marketing, Chapters 9 & 10

Tutorial presentations

7

Lecture 7- Database & Direct Response Marketing, Chapter 11

Mid-Semester Test

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Lecture 8 -Personal Selling & Sales Promotions, Chapters 11 & 12

Tutorial presentations

9

Lecture 9 - Public Relations and Sponsorship Programs, Chapter 13

Tutorial presentations

10

Lecture 10 - Evaluating an Integrated Marketing Program, Chapter 15

Tutorial Presentations

11

Lecture 11 - Regulations and Ethical Concerns

Group Report due 15th May 2018, by 5:00pm

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Lecture 12 - Revision

No formal assessment week 1

SWOT VAC Examination period

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Assessment summary Within semester assessment: 50% + Examination: 50% Assessment task

Value

Due date

Tutorial Presentations

10%

These commence in week 3. Students will work in pairs and presentation topics will be allocated during tutorials in week 1.

An Integrated Marketing Communication Plan for (insert brand name)

30%

Tuesday May 15, 2018 by 5pm (Week 11).

MCQ Quiz

10%

Week 7 (Venue and time will be announced in Week 5)

Examination

50%

To be advised

A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit.

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 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 Feedback on student performance in examinations and other end-of-semester assessment is required. The feedback should be in accordance with the University's procedures on Unit Assessment. Details of the examination script viewing arrangements set down by the Faculty of Business and Economics are available athttps://www.monash.edu/business/current-students /admin-information/policies-and-procedures/examination-feedback-procedure

Assessment criteria Full details relating to the assessment requirements for this unit are available on Moodle and will be discussed in class on Day One.

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Assessment Criteria Grading Descriptors available at: https://www.monash.edu/__data/assets/pdf_file/0006/801690/Assessment-in-Coursework-UnitsGrading-and-Marking-Procedures.pdf

Assessment requirements Hurdle requirements There is a hurdle requirement in this unit. The hurdle requirement is that the student must attain a mark of at least 50% in the Final Exam. A student's final mark is normally the sum of the marks obtained in all of the assessment tasks in the unit.Where a student does not meet the hurdle requirement, the maximum mark that may be returned for the unit is 48.

Assessment tasks Assessment task title:Tutorial Presentations Due Date: Date:These commence in week 3. Students will work in pairs and presentation topics will be allocated during tutorials in week 1. Weighting/Value: Weighting/Value:10% Details of Task:  During Week 1,a topic and date/time forpresentation will be allocated to students. Students are required to work in pairs for this assessment. Students must make careful note of these details. Students are expected to research the topic, access other references, especially academic journal articles, as well as other marketing communications texts, media, visual aids etc. and present their findings, and their own conclusion(s)to the class in a way that demonstrates an understanding of Integrated Marketing Communications and shows critical analysis. The presentations should take 15 minutes in total, including class discussion. A suggested structure for your presentation could be: ● ● ● ● ●

Introduction to the topic Brief presentation of the relevant concept(s) or background Class involvement (for example: exercise, role play, activity, debate) Discussion of the main issues Recommendations and/orconclusion.

You are encouraged to use visual aids including print materials (ads etc.), videos, role-plays or other activities that help you communicate your information to the tutorial class. It is important that your presentationinvolves the other members of the class (questions, activities, role-plays, active participation of some sort).Please use the evaluation criteria sheet (available on Moodle) as a guide when completing your assignment.. You must distribute a summary report to the class in no more than twoA4 sides (one page doublesided) prior to your presentation. You will need to provide the following documents to your tutor at the start of your scheduled presentation session:

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- Assignment cover sheet (available on Moodle) - A summary reportto be distributed to the class and the tutor - A copy of your presentation slides(2 slides per page) - Assessment sheet (available on Moodle) - A bibliography (A minimum of 4 references are required) Release date: Week 1 Word limit: Not applicable Presentation requirements: requirements:Please see instructions under 'details of task'. Estimated return date: Feedback will be returned two weeks after the scheduled presentation. Hurdle requirements: Not applicable Criteria for marking:The following is a general guide to the breakdown of marks between dif different ferent elements of the task.  Task Components

% Marks Available

Presentation style

30%

- Presentation structure and class involvement

(20%)

- Use of visual aids and originality

(10%)

Topic Content

70%

- Content structure and presentation slides

(15%)

- Content

(45%)

- Summary report and references

(10%)

Total

100%

 Learning objectives assessed:Unit Objectives 2 & 3. 1 & 2 Understand and apply marketing communications functions used to build brands. 3. Analyse and apply the marketing communication processes as they apply to specific targets. Submission details: Please refer to the "details of the task". Penalties for late lodgement: Students are responsible for turning up for their presentations on the specified time and date. If students are absent without any valid medical reason for obtaining an extension then they will be marked as Absent. Assessment coversheet: Standard assignment cover sheet required. Additional information: information:All individual presentation topics with the schedule will be posted on the unit Moodle site in week 1.

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Assessment task title:An Integrated Marketing Communication Plan for (insert brand name) Due Date: Date:Tuesday May 15, 2018 by 5pm (Week 11). Weighting/Value: Weighting/Value:30% Details of Task: Assume the role of either a marketing communications manager within an organisation or a marketing communication consultant hired by an organisation to devise an integrated marketing communication (IMC) campaign for a new brand. You are required to develop an IMC plan for this new product in the market. The IMC plan:

(i) Pertains to a new product for a new company. You cannot use an existing product or company. (ii) Be based on one of the three (3) product offerings outlined below. There will be no exceptions! (iii) Pertain to a B2C (business-to-consumer) environment. (iii) Cover a single 12 month period of time. (iv) Have a budget equivalent to a maximum of RM 1 million (v) Be confined to one geographic location i.e. Malaysia.

The TWO (2) product offerings you can select from are: (i) Modest Fashion (ii) Male Grooming products  The IMC plan will comprise of the following sections:

Executive summary Provide an overview of the plan so the readers can quickly grasp what the objectives, main findings, and recommendations are.

1.0.Introduction Include purpose of your assignment, briefly introduceyour product concept,outline of your assignment and select a geographic location. Note:for this assessment task you are not required to provide the following typical business report subsections: methodology / scope/ assumptions / limitations.  2.0 An abbreviated IMC situation analysis ●

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2.1. Internal analysis: In this section of your IMC campaign plan you will discuss the strengths and weaknesses of your brand. 2.2. External analysis: In this section of your IMC campaign plan, you will briefly discuss industry trends resulting in the identification of opportunities and threats for your selected product. Identification of consumer trends to be included.

3.0 Segmentation, targeting and positioning (markets) Identification of a minimum of 3 potential segments.Briefly describe each segment (market) and select a Target Market. Justify your selection. Recommend a positioning strategy for your brand. 4.0 IMC objectives

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Develop a minimum of 5 communicationobjectives, complying withthe SMARTT guidelines. 5.0 Creative strategy statement ● ●