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BMA349
Marketing Communications
Semester 1, 2014
THIS UNIT IS BEING OFFERED IN:
HOBART/LAUNCESTON/DISTANCE
Teaching Team:
Dr Kim Lehman
CRICOS Provider Code: 00586B
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Contents
Contact Details ……………………………………………………………………………………………………………………… Page 2
Unit Description ……………………………………………………………………………………………………………………. Page 3
Prior Knowledge &/or Skills OR Prerequisite Units ……………………………………………………………….. Page 3
Intended Learning Outcomes and Generic Graduate Attributes..………………………………………….. Page 4
Learning Expectations and Teaching Strategies Approach …………………….………………………………. Page 5
Learning Resources ……………………………………………………………………………………………………………….. Page 5
Details of Teaching Arrangements ………………………………………………………………………………………… Page 7
Assessment …………………………………………………………………………………………………………………………… Page 9
Study Schedule …………………………………………………………………………………………………………….……… Page 21
Contact Details
Unit Coordinator Dr Kim Lehman Lecturer TBA
Campus Launceston Campus Hobart
Room Number A266 Room Number TBA
Email [email protected] Email TBA
Phone +61 3 6324 3001 Phone TBA
Consultation
Time
By appointment Consultation
Time
By appointment
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Unit Description
Marketing Communications focuses on the selection of appropriate marketing messages for an
organisation to communicate. Fundamentally, it rests upon the management of key tools and media
which can be used to deliver marketing messages in an effective and integrated way while achieving
communications and higher-order objectives. During the course of this unit you will focus upon a
contemporary approach to marketing communications which considers how integration of messages
may achieve maximum impact, primarily through the coordinated use of tools such as advertising,
sales promotion, direct marketing, interactive media, personal selling and public relations.
This approach to communications planning considers the strategic use of a range of traditional and
new media. As such the unit explores the nature of the various channels available to aid you in
understanding selection of appropriate media options. These central topics are placed in the context
of more general marketing communications issues faced by organisations of all sizes including the
establishment of objectives, budgeting and organising for effective coordination and delivery of
promotional messages. You will find that understanding the complexities and issues involved in
marketing communication processes will be of value to you when making both marketing and
general business decisions in the future.
Prior Knowledge &/or Skills OR Pre-Requisite Unit(s)
BMA101 Introduction to Management and BMA151 Principles of Marketing.
Enrolment in the Unit
Unless there are exceptional circumstances, students should not enrol in this unit after the end of
week two of semester, as the Tasmanian School of Business and Economics (TSBE) cannot guarantee
that:
any extra assistance will be provided by the teaching team in respect of work covered in the
period prior to enrolment; and
penalties will not be applied for late submission of any piece or pieces of assessment that
were due during this period.
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Intended Learning Outcomes and Generic Graduate Attributes
Intended Learning Outcomes
Assessment Methods
Graduate Attribute Outcomes In this unit you will learn:
In assessing this unit I will be looking at your ability to:
1. Knowledge of the theories and concepts of marketing communications and the ability to apply them to organisations
Explain the theories and concepts of marketing communications Items 1 & 3
Knowledge: Demonstrate Intermediate levels of knowledge specific to marketing communication and an ability to apply that knowledge to business situations.
Moderate functioning knowledge in:
the current literature on IMC theory and practice;
the various marketing communications tools and media, and the strengths/weaknesses of each and their strategic uses.
Communication: Written communication skills of a quality and manner appropriate to real world business situations and audience needs.
The ability to communicate an argument in a succinct and logical manner and articulate it to individuals and groups in an engaging and confident way. Problem Solving: Effective problem-solving skills including the ability to apply marketing communication theories and models, as well as logical thinking, to a range of multi-dimensional business related issues.
An awareness of when additional information is needed and the capacity to locate, analyse and use it. Global Perspective: The ability to understand the growth and importance of IMC practices in Australia and globally. Social Responsibility: Social responsibility through consideration of the issues involved in the ethical use and application of advertising and promotion theory and practice.
Identify and analyse marketing communication issues in a real world case study
Items 1, 2 & 3
Apply marketing communication theories to case study issues and suggest recommendations for future strategies
Items 1 & 2
2. To use theory and independent research to assess contemporary marketing communication issues
Conduct independent research on contemporary marketing communication issues.
Items 1, 2 & 3
Assess marketing communication theories and issues using the language and logic of marketing
Item 3
3. Critical evaluation of marketing communication theories and concepts
Describe the application and limitations of marketing communications theory
Items 1 & 3
Justify the use of marketing communication theories in marketing decision-making
Items 1 & 3
4. To communicate marketing communication theory and practice
Write clearly using the language of marketing Items 1 & 3
Communicate in the format of an oral presentation using visual aids in a professional manner
Item 2
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Learning Expectations and Teaching Strategies/Approach The University is committed to a high standard of professional conduct in all activities, and holds its
commitment and responsibilities to its students as being of paramount importance. Likewise, it
holds expectations about the responsibilities students have as they pursue their studies within the
special environment the University offers. The University’s Code of Conduct for Teaching and
Learning states:
Students are expected to participate actively and positively in the teaching/learning
environment. They must attend classes when and as required, strive to maintain steady
progress within the subject or unit framework, comply with workload expectations, and
submit required work on time.
Occupational Health and Safety (OH&S) The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the University’s policy at: http://www.utas.edu.au/work-health-safety/
Learning Resources
Prescribed Text Chitty, W, Barker, N, Valos, M & Shimp, T 2012, Integrated marketing communications, 3rd Asia Pacific edn, Cengage Learning, South Melbourne.
Recommended Texts Belch, GE, Belch, MA, Kerr, G & Powell, IH 2009, Advertising and promotion: an integrated marketing
communications perspective, McGraw-Hill Irwin, North Ryde.
Clow, KE & Baack, D 2010, Integrated advertising, promotion and marketing communications, 4th
edn, Prentice Hall, Saddle River, NJ.
De Pelsmacker, P, Geuens, M & Van den Bergh, J 2010, Marketing communications: a European
perspective, 4th edn, Prentice Hall, London.
Fill, C 2010, Marketing communications: interactivity, communities and content, 5th edn, Prentice
Hall, London.
Lane, WR, King, KW & Reichert , T 2011, Kleppner’s advertising procedure, 18th edn, Prentice Hall,
Upper Saddle River, NJ.
O’Guinn, TC, Allen, CT & Semenik, RJ 2009, Advertising and integrated brand promotion, Cengage,
Mason, OH.
Shimp, TA 2010, Advertising, promotion and other aspects of integrated marketing communications,
8th edn, Cengage, Mason, OH.
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Wells, W, Spence-Stone, R, Moriarty, S & Burnett, J 2008, Advertising: principles and practice, Australasian edn, Pearson, Frenchs Forest.
Journals and Periodicals Apart from books, you will find it valuable to get into the practice of reading relevant articles. The
following academic journals, magazines and newspapers are only a selection of what is available.
Reading widely will be advantageous:
Australasian Marketing Journal
European Journal of Marketing
Journal of Advertising
Journal of Brand Management
Journal of Consumer Behaviour
Journal of Marketing
The Journal of Product and Brand Management
The Australian
B &T Weekly (incorporating Australian Professional Marketing)
Business Review Weekly
Australian Financial Review
The Wall Street Journal
Business Week
Useful Websites There are a considerable number of websites related to the topic of marketing communications.
Regularly scanning blogs, the social media and relevant websites for articles and news, as well as
marketing and advertising campaigns, will broaden your understanding of the real world application
of the theories covered in this unit. Some examples are:
• www.ami.org.au • www.mumbrella.com.au • www.marketingmag.com.au • www.mokumarketing.com/blog • www.branddna.blogspot.com • www.crikey.com.au
My Learning Online (MyLO) This unit is fully online for distance students and web dependent for face-to-face students, and access to the online MyLO unit is required. Log into MyLO at: http://www.utas.edu.au/learning-teaching-online and then select BMA349 Marketing Communications from the list of units. For help using MyLO go to http://www.utas.edu.au/learning-teaching-online/new-mylo/home .
Technical requirements for MyLO
For help and information about setting up your own computer and web browser for MyLO, see: http://uconnect.utas.edu.au/
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You can access the University network and MyLO via a laptop computer or other mobile device. See: http://uconnect.utas.edu.au/uana.htm
MyLO can be accessed in the Library computers and in computer labs. See: http://www.utas.edu.au/it/computing-distributed-systems/computer-labs-facilities-and-locations
For further technical information and help, contact the UTAS Service Desk on 6226 1818 or at http://www.utas.edu.au/service-desk/
MyLO Expectations 1. Students are expected to maintain the highest standards of conduct across all modes of
communication, either with staff or with other students. Penalties may be imposed if the Unit Coordinator believes that, in any instance or mode of communication, your language or content is inappropriate or offensive. MyLO is a public forum. Due levels of respect, professionalism and high ethical standards are expected of students at all times.
2. Submission of assessment tasks via MyLO presumes that students have read, understood and
abide by the requirements relating to academic conduct, and in particular, those requirements relating to plagiarism. All work submitted electronically is presumed to be “signed-off” by the student submitting as their own work. Any breach of this requirement will lead to student misconduct processes.
3. MyLO is an Internet service for teaching and learning provided by the University. It is expected that at least once a day students will check MyLO.
Student Feedback via eVALUate At the conclusion of each unit students will be asked to provide online responses to a number of matters relating to the learning and teaching within that unit. All students are asked to respond honestly to these questions, as all information received is used to enhance the delivery of future offerings.
Changes to this Unit Based on Previous Student Feedback The opportunity to change brands for Assessment Item 3 is now available.
Details of Teaching Arrangements
Lectures (On-campus only) There will be 10 lecture/workshops held weekly throughout the semester. Each of these will be
comprised of a 1 hour theory-based lecture followed by a 40 minute practical workshop. A
lecture/workshop is not scheduled in Week 7—Assessment Item 2 takes place in that Week (see
below). There is also no lecture/workshop scheduled in Week 12—there will be a Podcast Report
Workshop available on MyLO that will guide students in their preparation for Assessment Item 3.
More information on the structure of the lecture/workshops is provided in the Study Guide available
on MyLO: Getting started.
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Tutorials (On-campus only) There will be 10 tutorials held weekly throughout the semester. The tutorial program will commence
in Week 2. There will be no tutorials in Weeks 7 and 13. All on-campus students are required to
enrol in a tutorial for this unit. Tutorial enrolments will be completed in the first lecture.
Online Activities Study materials and resources for this unit will be provided through MyLO. Students will have access
to the following:
PowerPoint slides from the on-campus lecture/workshops.
Recorded audio and PowerPoint presentations from the on-campus lectures (refer to the last page of this Unit Outline for study schedule details).
A Study Guide, with an Introductory section and weekly Chapters, which provides an overview of the material covered, and notes on the workshop examples.
Additional readings within each week’s ‘Resources’ folder.
Discussion areas where students can interact with each other. (Details are provided in the Study Guide.)
Note that not all the study materials and resources will be available at the start of the semester, with
materials usually made available on a week-by-week basis.
A student discussion area is also incorporated into MyLO for this unit. This is an area where you can
share advice, seek assistance, and interact with other students. Please note that in all discussion
areas we expect courtesy and respect for the opinions of others.
Communication, Consultation and Appointments Email Correspondence: Students are also expected to check their UTAS email site on a regular basis (at least three times a week). Students submitting requests or queries to staff via email should provide very clearly their: Family name: Preferred name; Student ID; Unit code (i.e. BFA103) and allow teaching staff at least two (2) business days to reply. Staff are not required to respond to emails in which students do not directly identify themselves, which are threatening or offensive, and that come from external (non-UTAS) email accounts. Students are advised not to have their UTAS email forwarded to an external email service (such as Gmail or Hotmail). In the past there have been significant issues where this has occurred, resulting in UTAS being blacklisted by these email providers for a period of up to one month. Consultation and Appointment: Communications between students and the lecturer will be via University email, or phone. Your
lecturer will also be available for consultation by appointment.
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Assessment
Assessment Schedule In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below.
Assessment Items Due Date Value/Weighting Link to Learning Outcomes
Item 1. Critical Analysis
19 March 25 1, 2, 3 & 4
Item 2. Campaign Pitch Presentation
16 April 25 1, 2 & 3
Item 3. Marketing Communication Report
9 June 50 1, 2, 3 & 4
TOTAL 100
Assessment Overview Introduction The aim of the assessment in this unit is for you to develop the skills you will need in the ‘real world’. You will come across the tasks you undertake in this assessment when you are working as a marketer. Specifically, you will be asked to critically analyse the existing marketing communications from an established brand, pitch your ideas on modifications to their strategies to a client—what is wrong with it, and how to fix it. You can propose a completely new campaign, not just a ‘modification’, providing you can justify the reasoning. You will then produce a report justifying and supporting your opinion with appropriate research and marketing theory.
Selection of a brand for the assessment You may select a brand from the 5 choices available through MyLO: Getting started/Brand choices for assessment. [Note that you can choose to concentrate on a specific product within the brand’s portfolio, if applicable.] Items 1 and 2 of the assessment will be undertaken in groups of four (4) students, and both Items will use the same brand choice. This requirement reflects the team-based nature of the marketing industry and will allow you to ‘brain storm’ ideas.
On-campus students: It is your responsibility to form groups of four (4). You will need to confirm to your tutor in Week 3 who you will be working with.
Distance students: The groups will be allocated through MyLO. Instructions on this process, as well as guidelines on are available on MyLO: Getting stated/Group management/Group allocation – distance.
Item 3 will be undertaken individually and you may either use the same brand as you did with your group for Items 1 and 2, or choose one of the others. Note that each assessment item builds on the preceding and you will be developing your skills as you progress, even if you choose a different brand for Item 3.
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Working in groups The work you do in groups should reflect the equal contributions of all members. As a suggestion, you might wish to consider allocating some individual tasks that are part of the critical analysis and campaign pitch’s development while working collectively upon the specific focus of the assessment. Each student will receive the same mark unless it can be demonstrated that other group members did not contribute equally, in which case differential marks may be awarded. See this form on MyLO: Getting started/Group management/Group mark adjustment form.
Assessment Item 1 – Critical Analysis
Task Description: Critical analysis of a current marketing communication campaign
Each group is to assume the roles of employees in a marketing agency charged with the responsibility of assessing the current marketing communication campaign of a prospective client (your agency wants to win them over from a rival agency), and advising on the future strategies the client should consider.
Your CEO has requested that your team provide a critical analysis of the prospective client’s current marketing communication strategies, as a preliminary report, before the agency prepares its pitch to the client (Assessment Item 2).
This document should be developed from an analysis of the information provided on your chosen brand (from the 5 available on MyLO) as well as from independent research on the organisation itself and from marketing theory.
As a general guide the following information should be included in the analysis:
1. Discussion of the current target market(s). Who are they, and what are their characteristics?
2. Overview of the current communication tools used. What tools are being used by the brand/product at present? What level of integration is there?
3. Discussion of the current creative strategy. For example, what is the campaign theme? What execution techniques are apparent?
4. Outline of the basic problems or issues you see in the current campaign.
5. Discussion of the strategies you propose that the client should consider for their new (or revised) campaign, including which communications tools you believe will be the most appropriate in conveying the client’s message to the target market(s), and any changes to the creative strategy or execution techniques.
The specific guidelines for this item are:
The assignment is to be completed in groups, as noted above.
It should be presented in the form of a business report.
The report should include an introduction and a conclusion. An executive
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summary and a contents page are not required.
Given the limited word count of this assignment you should not overuse headings.
The word count includes such items as headings, in-text references and quotes. It does not include the reference list at the end of the assignment. The word limit is final – over length assignments will be penalised 10% of the available marks. Word count checks of electronic submissions are undertaken.
While this is a business report, you are expected to support your conclusions with at least five (5) references to the relevant and contemporary academic literature. Do not use coursework from other universities or from non-academic websites, e.g. Wikipedia, as references.
Assessment Criteria: The following documents will be available through MyLO: Assessment/Assessment Item 1/Resources:
Assessment criteria
Marking schema
Task Length: 2000 words
Due Date: 19 March
Value: 25 marks
Assessment Item 2 – Campaign Pitch Presentation
Task Description: Presentation to the client of the new (or revised) campaign
Your task now is to convince the client to accept the new (or revised)
campaign proposal. How you attempt to do that is an important part of the
process. While substance is crucial, style is important, too. Please keep in
mind that you are also selling your agency, its people, and its capabilities. In
crafting your agency’s pitch, the client requests that you provide the
following information:
1. A brief introduction of your agency and team members.
2. An overview of the basic problems or issues you found in the
current campaign.
3. A brief overview of the new or revised marketing communication
strategies. Particular focus should be placed on any changes to
the target market, an explanation of the creative strategy and its
rationale.
4. Identification of the communications tools you propose to use,
and how they work together to achieve the communications
objectives.
The pitch should be structured as a formal agency presentation to the client
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and their representatives (lecturer/tutor and students). Consequently, the
presentation must be businesslike and practically focused, adopting a ‘real
world’ perspective regarding resources and assumptions. Given the strict
time limitations, you do not need to include discussion of theoretical issues.
Note that this item of assessment relates to presentation skills, as much as to
knowledge of marketing theory. Attention should be paid to all aspects of
professional presentation, including standards of dress, language, and the
quality and layout of presentation materials.
The specific guidelines for this item are:
The assignment is to be completed in the same groups as for Assessment Item 1.
Presentations will be in the form of a video uploaded to video social media site YouTube.
You must also prepare a PowerPoint presentation to accompany your video. This should be uploaded to filesharing site SlideShare.
The time limit will be strictly enforced, and over length presentations will be penalised 10% of the available marks.
NOTE: Detailed submission instructions, technical requirements, and information on suggested software is available on MyLO: Assessment/Assessment Item 2/Assessment instructions
Assessment Criteria: The following documents will be available through MyLO: Assessment/Assessment Item 2/Resources:
Assessment criteria
Marking schema
Task Length: Video, presentation to camera – maximum length of 6 minutes Accompanying PowerPoint presentation – 12 slides maximum
Due Date: 16 April
Value: 25 marks
Assessment Item 3 – Marketing Communication Report
Task Description: Report on the marketing communication strategies for the proposed campaign
Your agency has won the account from its rival, and it is now time to detail
your research, the proposed strategies, and the theory underpinning your
decisions. In essence, your task here is to provide a written report on the
strategies your marketing agency will implement for its new client and their
products/brands.
If you choose the same brand you used in Items 1 and 2: Note that while
some of the topics within these sections have been covered in the Critical
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Analysis and the Campaign Pitch, more detail is required in this item, both in
the explanation of your strategies, and in relation to the theory underpinning
your decisions.
The report should be divided into three sections as set out below.
1. Strategic decisions
The target market(s). Who are they, and what are their characteristics?
Market segmentation dimensions. For example, demographic;
geographic; behavioural; psychographic. Segmentation allows
marketers to deliver messages more precisely and to prevent wasted
coverage to consumers who do not fit the profile of the target market.
Positioning. A brand’s position represents the key feature, benefit or
image that it stands for in the target market’s collective mind.
Setting objectives. Marketers’ decisions are based on the underlying
goals or objectives that need to be accomplished for a brand. The
content of these objectives varies according to the form of marketing
communications used.
2. Creative strategies
Overview of the creative strategies. This includes the rationale behind
the primary communications objective(s), the links to the target
market(s), and the major selling idea.
Campaign theme. How it communicates the major selling idea, and
what provides the common thread that will run through all
communications tools. You also need to consider the use of imagery,
colour, logos, taglines, etc.
Execution. What execution techniques are proposed? (e.g., appeal type,
source choice, documentary style or brand image, etc). You need to
justify why this would be appropriate for the target market and
campaign theme.
Brand. Explanation of how the creative strategies noted above will be
integrated across all the chosen tools to reinforce the brand’s
positioning.
3. Marketing communication tools
The communication tool mix. Outline of the marketing communication
tools you have chosen. Why, and how do they align with your
objectives?
Selection of media. All marketing communication messages require
some form of media for transmission. You need to note the choices
between channels and media outlets and their relative usefulness.
Resources. An issue that confronts all organisations is deciding how to
allocate their resources between the various options. The costs of the
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channels and outlets need consideration, as does issues such as reach
and frequency.
Strategic integration. Identify and explain how the recommended
communications tools will be strategically integrated to support the
campaign theme and achieve the communications objectives.
The specific guidelines for this item are:
The assignment is to be completed individually.
It should be presented in the form of a report.
The report should include an introduction, a conclusion and a contents page. An executive summary is not required.
The word count includes such items as headings, in-text references and quotes. It does not include the reference list at the end of the assignment. The word limit is final – over length assignments will be penalised 10% of the available marks. Word count checks of electronic submissions are undertaken.
This is an academic assignment and you are expected to support your conclusions with at least ten (10) references to the relevant and contemporary academic literature. Do not use coursework from other universities or from non-academic websites, e.g. Wikipedia, as references.
Assessment Criteria: The following documents will be available through MyLO: Assessment/Assessment Item 3/Resources:
Assessment criteria
Marking schema
Task Length: 3500 words
Due Date: 9 June (in the exam period)
Value: 50 marks
How Your Final Result Is Determined. Your overall grade for the unit will be determined by summing the grade achieved for each of the individual assessment items.
Submission of Assessment Items
Lodging Assessment Items Assignments must be submitted electronically through the relevant assignment drop box in MyLO. All assessment items must be handed in by 2.00pm on the due date. Where appropriate, unit coordinators may also request students submit a paper version of their assignments.
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All assignments must have a TSBE Assignment Cover Sheet, which is available as a blank template from the TSBE website: [http://www.utas.edu.au/business-and-economics/student-resources]. All assignments must include your name, student ID number, tutorial day/time, and your tutor’s name. If this information is missing the assignment will not be accepted and, therefore, will not be marked. Please remember that you are responsible for lodging your assessment items on or before the due date. We suggest you keep a copy. Even in ‘perfect’ systems, items sometimes go astray.
Late Assessment and Extension Policy In this Policy
(a) ‘day’ or ‘days’ includes all calendar days, including weekends and public holidays;
(b) ‘late’ means after the due date and time; and
(c) ‘assessment items’ includes all internal non-examination based forms of assessment
2. This Policy applies to all students enrolled in Faculty of Business Units at whatever Campus or geographical location.
3. Students are expected to submit assessment items on or before the due date and time specified in the relevant Unit Outline. The onus is on the student to prove the date and time of submission.
4. Students who have a medical condition or special circumstances may apply for an extension. Requests for extensions should, where possible, be made in writing to the Unit Coordinator on or before the due date. Students will need to provide independent supporting documentation to substantiate their claims.
5. Late submission of assessment items will incur a penalty of 10% of the total marks possible for that piece of assessment for each day the assessment item is late unless an extension had been granted on or before the relevant due date.
6. Assessment items submitted more than five (5) days late will not be accepted.
7. Academic staff do NOT have the discretion to waive a late penalty, subject to clause 4 above.
Academic Referencing and Style Guide In your written work you will need to support your ideas by referring to scholarly literature, works of art and/or inventions. It is important that you understand how to correctly refer to the work of others and maintain academic integrity.
Failure to appropriately acknowledge the ideas of others constitutes academic dishonesty (plagiarism), a matter considered by the University of Tasmania as a serious offence.
The appropriate referencing style for this unit is: the Harvard style. For information on presentation of assignments, including referencing styles: http://utas.libguides.com/referencing
Review of Assessment and Results
Review of Internal Assessment
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It is expected that students will adhere to the following policy for a review of any piece of continuous/internal assessment. The term continuous/internal assessment includes any assessment task undertaken across the teaching phase of any unit (such as an assignment, a tutorial presentation, and online discussion, and the like), as well as any capstone assignment or take-home exam. Within five (5) days of release of the assessment result a student may request a meeting with the assessor for the purpose of an informal review of the result (in accordance with Academic Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/university-governance/rules). During the meeting, the student should be prepared to discuss specifically the marks for the section(s) of the marking criteria they are disputing and why they consider their mark(s) is/are incorrect. The assessor will provide a response to the request for review within five (5) days of the meeting. If the student is dissatisfied with the response they may request a formal review of assessment by the Head of School, with the request being lodged within five (5) days of the informal review being completed. A Review of Internal Assessment Form must be submitted with the formal review (http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/review_of_assessment.pdf).
Review of Final Exam/Result In units with an invigilated exam students may request a review of their final exam result. You may request to see your exam script after results have been released by completing the Access to Exam Script Form, which is available from the TSBE Office, or at the following link – http://www.utas.edu.au/business-and-economics/student-resources. Your unit coordinator will then contact you by email within five (5) working days of receipt of this form to go through your exam script. Should you require a review of your final result a formal request must be made only after completing the review of exam script process list above. To comply with UTAS policy, this request must be made within ten (10) days from the release of the final results (in accordance with Academic Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/university-governance/rules). You will need to complete an Application for Review of Assessment Form, which can be accessed from www.studentcentre.utas.edu/examinations_an_results/forms_files/review_of_assessment.pdf. Note that if you have passed the unit you will be required to pay $50 for this review. The TSBE reserves the right to refuse a student request to review final examination scripts should this process not be followed.
Further Support and Assistance If you are experiencing difficulties with your studies or assessment items, have personal or life-planning issues, disability or illness which may affect your study then you are advised to raise these with your lecturer or tutor in the first instance. If you do not feel comfortable contacting one of these people, or you have had discussions with them and are not satisfied, then you are encouraged to contact the Director of Undergraduate Programs:
Name: Mr David Kronenberg
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Room: 409, Commerce Building, Sandy Bay Phone: +61 3 6226 2280 Email: [email protected]
Students are also encouraged to contact their Undergraduate Student Adviser who will be able to help in identifying the issues that need to be addressed, give general advice, assist by liaising with academic staff, as well as referring students to any relevant University-wide support services. Please refer to the Student Adviser listings at www.utas.edu.au/first-year/student-advisers for your advisers contact details. There is also a range of University-wide support services available to students, including Student Centre Administration, Careers and Employment, Disability Services, International and Migrant Support, and Student Learning and Academic Support. Please refer to the Current Students website (available from www.utas.edu.au/students) for further information. If you wish to pursue any matters further then a Student Advocate may be able to assist. Information about the advocates can be accessed from www.utas.edu.au/governance-legal/students-complaints . The University also has formal policies, and you can find out details about these policies from the following link – www.utas.edu.au/governance-legal/student-complaints/how-to-resolve-a-student-complaint/self-help-checklist.
Academic Misconduct and Plagiarism Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an assignment or an examination, and any other conduct by which a student:
(a) seeks to gain, for themselves or for any other person, any academic advantage or advancement to which they or that other person are not entitled; or
(b) improperly disadvantages any other student.
Students engaging in any form of academic misconduct may be dealt with under the Ordinance of Student Discipline. This can include imposition of penalties that range from a deduction/cancellation of marks to exclusion from a unit or the University. Details of penalties that can be imposed are available in the Ordinance of Student Discipline – Part 3 Academic Misconduct, see http://www.utas.edu.au/universitycouncil/legislation/. Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings or inventions and representing them as your own, for example:
using an author’s words without putting them in quotation marks and citing the source;
using an author’s ideas without proper acknowledgment and citation; or
copying another student’s work.
using ones’ own work from previously submitted assessment items if repeating a unit. If you have any doubts about how to refer to the work of others in your assignments, please consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the web at http://www.academicintegrity.utas.edu.au/ The intentional copying of someone else’s work as one’s own is a serious offence punishable by penalties that may range from
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a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit, a course, or the University. The University and any persons authorised by the University may submit your assessable works to a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable works may also be included in a reference database. It is a condition of this arrangement that the original author’s permission is required before a work within the database can be viewed. For further information on this statement and general referencing guidelines, see http://www.utas.edu.au/plagiarism/ or follow the link under ‘Policy, Procedures and Feedback’ on the Current Students homepage.
Tutorial/Workshop Program (On-campus only)
Note that the tutorial program does not commence until week two of semester.
Week 2 – Introduction to marketing communications
Question 1 Identify the numerous types of activities that an average person might describe as ‘marketing’. Does it matter whether or not the average person understands and defines marketing correctly? Question 2 One key characteristic of IMC is the belief that marketing communications requires building a relationship between the brand and the customer. Choose a brand with which you are familiar and complete the following: a Identify the characteristics of the consumers that you think the brand is targeting. b Provide specific examples of attempts by the manufacturer to build enduring links to these
consumers. Week 3 – The communication process
Question 1 Some print advertisements present a picture of a product, mention the brand name, but have virtually no verbal content except, perhaps, a single statement about the brand. Find an advertisement for an Australian product that takes this approach. Explain what the business is attempting to convey. Question 2 Fully explain the cognitive, affective and conative components of consumer attitudes. Provide examples of each by selecting a particular product brand. What are the implications for marketing communications—how can this theory be used for communicating to consumers? Week 4 – Market segmentation and positioning
Question 1 Changing lifestyles—for example the purchase of your first house—can create both opportunities and threats for the marketer. Provide an example of a change in lifestyle and discuss its implications for marketers—how would such a change affect the nature of the communication used?
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Question 2 A number of companies have tried to reposition themselves in the marketplace. Some have been successful, others have not. Cite examples of both. What are the factors that you think led to their success or failure? Week 5 – Advertising management and strategy
Question 1 Advertising is said to be an ‘investment in the brand equity bank’, but only if the advertising is ‘strong’. Explain this statement. Question 2 Should marketers be concerned with ethics and societal views on moral issues? Do marketing campaigns use sex, violence, death, and the elderly or children in any way necessary to have an impact? Week 6 – Media planning and analysis
Question 1 Why is target audience selection the critical first step in formulating a media strategy? Explain the types of information used in the selection process, and how they would affect the choice of media used. Question 2 There are a number of changes taking place in the media environment. Discuss some of the reasons that marketers may be shifting advertising dollars to less traditional media. Provide examples of marketers that are using new and social media. Week 7 – No tutorial in this week
Week 8 – Broadcast media
Question 1 Discuss the advantages and disadvantages of television as a marketing communication tool. Provide examples of brands/products that use television extensively and comment on whether you feel that it is appropriate and/or effective. Question 2 Discuss the advantages and disadvantages of radio as a marketing communication tool. Provide examples of brands/products that use radio extensively and comment on whether you feel that it is appropriate and/or effective. Week 9 – Print and support media
Question 1
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Discuss the future of newspapers and magazines in respect to the increasing significance of digital content to the modern consumer. Is it possible for paper-based publication to survive? Are there consumers for which digital access is not important? Question 2 Describe each of the marketing communication support tools that are used in and around a large suburban supermarket. Discuss the marketing strategy that you believe is behind their use, and note whether you think they are effective or not. Week 10 – Electronic and interactive elements
Question 1 Some observers claim that traditional advertising is on its deathbed and will eventually be supplanted by Internet advertising. What are some of the supporting arguments for that claim? Is there any evidence or is it just wishful thinking? Question 2 Provide examples of companies with which you are familiar that have successfully integrated the Internet into their communication programs. Explain the role of the internet in these IMC programs. Week 11 – Sales promotion; Personal selling
Question 1 Describe the factors that have accounted for sales promotion’s rapid growth. Do you expect a continued increase in the use of promotion throughout the next decade? Why? Question 2 When is personal selling useful? Describe the types of products and the circumstances under which personal selling is the correct marketing tool to use. Are there products where personal selling is not needed? Week 12 - Direct marketing; Public relations
Question 1 Explain how companies use database marketing. Name some of the companies that may have your information in their database. Explain how this information is used to reach you. Question 2 Explain how a local business in your area (such as a restaurant or bank) might use event marketing to its advantage. Be specific in describing the objective(s) that event marketing would satisfy for the business and the type of event that would be compatible with this (these) objective(s). Week 13 – No tutorial in this week
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Study Schedule
Week
Start of Week
Text
Chapter
Lecture area
Due Dates
1
24 February 1 Introduction to marketing communications
2
3 March 2; 3 The communication process
3
10 March 4 Market segmentation and positioning
4
17 March 5; 6 Advertising management and strategy Item 1 due – 19 March
5
24 March 10 Media planning and analysis
6
31 March 7 Broadcast media
7 7 April No classes
8 14 April 8 Print and support media Item 2 due - 16 April
Easter Break: Friday, 18 April – Friday, 25 April 2013 inclusive
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28 April 9 Electronic and interactive elements
10
5 May 12; 14 Sales promotion; Personal selling
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12 May 11; 13 Direct marketing; Public relations
12
19 May Podcast Report Workshop – NO LECTURE
13 26 May Study Week
Item 3 due - 9 June (in the exam period)
Examination Period: 7 – 24 June inclusive
