mkw2460 assignment
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This will guide you for Integrated Marketing Communication.TRANSCRIPT
MKW2460Integrated marketing communication
Unit Guide
Semester 1, 2013
The information contained in this unit guide is correct at time of publication. The University has the rightto change any of the elements contained in this document at any time.
Last updated: 01 Mar 2013
Table of ContentsMKW2460 Integrated marketing communication - Semester 1, 2013...................................................1
Mode of Delivery..............................................................................................................................1Workload requirements....................................................................................................................1Unit Relationships............................................................................................................................1
Prerequisites........................................................................................................................1Prohibitions..........................................................................................................................1
Chief Examiner(s)........................................................................................................................................1Campus Lecturer(s).....................................................................................................................................1
Berwick............................................................................................................................................2Sunway............................................................................................................................................2
Tutor(s)........................................................................................................................................................2Sunway............................................................................................................................................2
Academic Overview...................................................................................................................................3Learning Outcomes.........................................................................................................................3
Unit Schedule.............................................................................................................................................4Assessment Summary.....................................................................................................................5
Hurdle Requirements...........................................................................................................5Second marking...................................................................................................................5Return of final marks............................................................................................................5Exam viewing.......................................................................................................................6Assessment criteria..............................................................................................................6
Teaching Approach.....................................................................................................................................6
Assessment Requirements......................................................................................................................8Assessment Tasks...........................................................................................................................8
Assessment task 1...............................................................................................................8Assessment task 2.............................................................................................................13
Examination(s)...........................................................................................................................................16Examination 1................................................................................................................................16
Learning resources....................................................................................................................................17Feedback to you........................................................................................................................................17Extensions and penalties...........................................................................................................................17Returning assignments..............................................................................................................................18Resubmission of assignments...................................................................................................................18Referencing requirements.........................................................................................................................18Assignment submission.............................................................................................................................19
Hard copy submission...................................................................................................................19Online submission.........................................................................................................................19
Required Resources..................................................................................................................................19Prescribed text(s) and readings.....................................................................................................20
Recommended Resources........................................................................................................................20Recommended text(s) and readings..............................................................................................21
Examination material or equipment...........................................................................................................21
Other Information....................................................................................................................................22Policies..........................................................................................................................................22
Graduate Attributes Policy.................................................................................................22Student services........................................................................................................................................22Monash University Library.........................................................................................................................22Moodle 2....................................................................................................................................................22Disability Liaison Unit................................................................................................................................22Your feedback to Us..................................................................................................................................23Previous Student Evaluations of this Unit..................................................................................................23
MKW2460 Integrated marketing communication - Semester 1,2013
This unit is designed to provide students with a theoretical and practical appreciation of the central rolemarketing communication plays in the general business environment. The unit provides a framework forexamining, analysing and evaluation various aspects of the marketing communications process and therelevant marketing communications tools most commonly used. It is further designed to assist businessmanagers to make choices regarding which marketing tools to use under a variety of dynamicenvironments. Topics covered include: advertising, PR, personal selling, direct selling, Internetmarketing, sponsorship, sales promotion, emerging technologies and their potential.
Mode of Delivery
Berwick (Day)• Sunway (Day)•
Workload requirements
ON-CAMPUS:this is a six credit point unit with three hours class contact per week over 12 teachingweeks. Tutorials commence in Week 1. The total time commitment expected for this unit is 144 hours. Inorder to meet the faculty’s expectation, students should plan to spend on average nine hours inself-directed study, in addition to the three hours of class contact, each week.
OFF-CAMPUS: this is a six credit point unit. The total commitment expected for this unit, over 12teaching weeks, is 144 hours. In order to meet the faculty’s expectation, students should plan to spendon average twelve hours in self-directed study each week.
Unit Relationships
Prerequisites
Students must have passed two units from the following: MKG1120 or MKW1120 and MKG2402 orMKW2402 before undertaking this unit.
Prohibitions
MKC3460, MKF3461, MKW2211, MKG2460
Chief Examiner(s)
Dr Ghazala Khan
Campus Lecturer(s)
1
Berwick
Mr Paul MurphyCampus: CaulfieldEmail: [email protected] hours: TBA: [email protected]
Sunway
Dr. Ghazala KhanContact hours: TBA: [email protected] Tel. +60 3 5514 6294
Tutor(s)
Sunway
To be confirmed
MKW2460 Integrated marketing communication - Semester 1, 2013
2
Academic Overview
Learning Outcomes
The learning goals associated with this unit are to:
demonstrate a detailed understanding of the marketing communication strategies used to buildbrands
1.
understand and apply marketing communication functions2. analyse and apply the marketing communication processes as they apply to specific targets3. analyse the social, legal, and ethical issues associated with marketing communication from botha national and international perspective
4.
determine and apply the processes associated with evaluating the effectiveness of marketingcommunications across a range of media vehicles.
5.
3
Unit Schedule
Week Activities Assessment
0 None No formal assessment or activities areundertaken in week 0
1 Week commencing 4th March 2013. Lecture 1 'WhereMarketing Communication Began' Chapters 1 and 2
2 Week commencing 11th March 2013 and 'TheCommunication Process' and 'Developing ConsumerInsights' Chapters 4 and 5
3 Week commencing March 18th. Lecture 3 'Brandingand building relationships with the database' and'Planning for IMC-Situation Analysis'. Chapters 6 and7
4 Week commencing March 25th. Lecture 4 'Planningfor IMC' continued. Chapter 8
5 Week commencing April 8th. Lecture 5 'Messagestrategy and execution' Chapter 9
ASSIGNMENT ONE SUBMISSIONTuesday day 4pm April 9th 2013. Pleasenote that extensions will ONLY begranted if the written request meets theFaculty guidelines and is supported bythe appropriate documentation.
6 Week commencing April 15th. Lecture 6 'Media andContact Strategy' and 'Media choices -evaluatingoptions' Chapters 10 and 11
7 Week commencing April 22nd. Lecture 7 'Mediachoices evaluating options- continued' and 'Measuringthe effectiveness of an IMC program' Chapters 11 and12
8 Week commencing April 29th. Lecture 8 'DirectMarketing and Communication' and InteractiveMarketing' Chapters 13 and 14
9 Week commencing May 6th. Lecture 9 ''PublicRelations' Chapter 15
10 Week commencing May 13th. Lecture 10 'SalesPromotions' 16
11 Week commencing May 20th. Lecture 11 'PersonalSelling' 17.
ASSIGNMENT TWO SUBMISSIONTuesday 4pm May 21st 2013. Again,extensions will ONLY be granted if thewritten request meets the Facultyguidelines and is supported by theappropriate documentation.
12 Week commencing May 27th. Lecture 12 'Social,ethical and regulatory issues' Chap. 3.
SWOT VAC No formal assessment is undertakenSWOT VAC
Examination period LINK to Assessment Policy:http://policy.monash.edu.au/policy-bank/academic/education/assessment/
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assessment-in-coursework-policy.html
Assessment Summary
Hurdle Requirements
UNIT HURDLE REQUIREMENTS - there is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summativeassessment task a comprehensive understanding of the topics covered in the unit. This is demonstratedby the requirement that the student must attain a mark of at least 50% in the final summativeassessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment itemsin the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement amark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
SECOND MARKING - For information regarding second marking practice, please refer tohttp://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark
Return of final marks - The final mark that a student receives for a unit will be determined by the Boardof Examiners on the recommendation of the Chief Examiner taking into account all aspects ofassessment. The final mark for this unit will be released by the Board of Examiners on the datenominated in the Faculty Calendar.
Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked againby a second examiner who will independently evaluate the work, and consult with the first marker. Nostudent will be awarded a fail grade for an assessment task or unit without a second examiner confirmingthe 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 Boardof Examiners on the recommendation of the Chief Examiner taking into account all aspects ofassessment'.
The final mark for this unit will be released by the Board of Examiners on the date nominated in theFaculty Calendar. Student results will be accessible through the my.monash portal.
Unit Schedule
5
Exam viewing
The faculty policy is available at:
http://www.buseco.monash.edu.au/esg/agu/policies/feedback-exam-performance.html
and the specific department arrangements for Marketing are detailed at:
http://www.buseco.monash.edu.au/mkt/student/exam-view/
Assessment criteria
Assessment Criteria Grading Descriptors available at:http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.
Assessment Task Value Due Date
An Integrated Marketing Communication Plan for(Insert brand name) - Phase One
20% of FinalUnit Mark
Tuesday April 9th 2013 by4pm (Week 5)
An Integrated Marketing Communication Plan for(insert brand name)- Phase two
30% of FinalUnit Mark
Tuesday May 21st 2013 by4pm 2012 (Week 11)
Examination 1 50% of finalunit mark
To be advised
Teaching Approach
Lecture and tutorials or problem classes
In 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 ofexamples to help consolidate your learning.
TUTORIALS: commence in the Second week of the semester.The tutorials will involve a series ofinteractive tasks that have been designed to help you apply the knowledge learnt during your chapterreadings and lectures. You will also have the opportunity to ask assignment related questions.
Textbook companion website - this site has many very helpful resources.To gain access to theMcGraw-Hill Web resources for “Advertising and promotion: An integrated marketing communicationperspective” you need to follow the instructions on the insert at the front of your textbook. You will needto insert the unique registration code that comes with the textbook. This will give you access to a numberof additional materials.
UNIT Study Resources The Unit Moodle site - Unit materials are available through the MUSO (Monash University StudiesOnline) 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 certainprograms may need to be installed such as a compatible Java version. This can easily be done by goingto http://www.monash.edu.au/muso/support/students/browserset.html to update the relevant software.
Unit Schedule
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The Moodle site will be used to inform students of any unexpected changes in the scheduling of lecturesand/or tutorials. The Moodle site contains the following information and learning resources:
• Copies of detailed lecture notes.
• This Unit Guide outlining the administrative information for this unit.
• A guide to the referencing system [APA format] to be used for your assignments.
• Practice exam paper.
• An interactive student discussion forum.
• Other useful unit material.
The MKW2460 Unit Reading list - Contains links to digitised copies of a wide range of resources tohelp you broaden your understanding of IMC. You are strongly advised to download the examples ofIMC campaign briefs before you start preparing your assessment tasks. You may also find the othermaterials outlined on this reading list helpful in your assignment preparation.
Library resources - The Monash University Library provides a range of services and resources thatenable 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.
Unit Schedule
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Assessment Requirements
Assessment Tasks
Assessment task 1
Title:An Integrated Marketing Communication Plan for (Insert brand name) - Phase One
Due date:Tuesday April 9th 2013 by 4pm (Week 5)
Details of task:Specific Parameters for Assignments 1 + 2
Assume the role of either a marketing communications manager within an organisation ora marketing communication consultant hired by an organisation to devise a integratedmarketing communication (IMC) campaign for a new and INNOVATIVE product. Over thecourse of Assignments 1 and 2, you will develop an IMC plan for this innovative product.
The IMC plan that you will develop in Assignments One and Two will:
(i) Pertain to a new product for a new company. You cannot use an existing product orcompany.
(ii) Be based on one of the three (3) products offerings outlined below. The offering thatyou select will be used in both assignment 1 and 2. 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 RM 1.5 million/ AU$ 1.5 million
(v) Be confined to one geographic location.
[For Berwick students, the geographic location selected must be within Australia].
The three (3) product B2C product offerings you can select from are:
(i) Laundry detergent (ii) a wrist watch (iii) A perfume
Assignment One will comprise the following sections:
Executive Summary♦
1.0. Introduction: to include purpose of your assignment, brief introduction to yourproduct, brief outline of your assignment and selection of a geographic location.
♦
Note, for this assessment task you are not required to provide the following typicalbusiness report subsections: methodology / scope/ assumptions / limitations.
•
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2.0. An abbreviated IMC situation analysis.♦
2.1. Internal analysis: In this section of your IMC campaign plan you will discussthe strengths and weaknesses of your brand.
♦
2.2. External analysis: In this section of your IMC campaign plan, you will brieflydiscuss industry trends resulting in the identification of opportunities and threats foryour selected product. and and a consumer analysis.
♦
2.3 Consumer Analysis: This will include analysisng consumers behaviour foryour product. A combination of internal and external influences should be analysed
♦
3.0 Segmentation and targeting: based on your consumer analysis, you willneed to identify a minimum of 3 potential segments (markets). Briefly describeeach segment (market) and select a Target Market. Justify your selection.
♦
4.0 Positioning strategy: recommend a positioning strategy for your brand.♦
5.0 IMC objectives: using the SMARTT guidelines, develop a minimum of 5communication objectives.
♦
NOTE: No conclusion is required as assignment 2 is a continuation of assignment 1.
Referencing:
You are required to use the APA referencing format for this assignment. Failure to use thisreference format will result in a loss of marks. The Unit Moodle site has links toinformation on this referencing format. Please also refer to the Q manual. It is expectedthat you will provide at least 10-15 references that are a combination of journals,textbooks, trade-press articles, newspaper articles, and relevant industry sources. Ensurethat all references cited in text are listed in your references and vice versa. Check that youhave appropriately acknowledged the sources that you used to formulate your statements.
Saving of Assignment/ Unit Work:
You are required to keep a copy of each assignment that you submit in case you areasked to resubmit your work. This copy must be retained until the results of this unit arefinalised.
Each semester considerable distress results from students losing work because ofcomputer/disk/USB/iPod failures. Such failures ARE NOT a reason for seeking withinsemester extensions of time. It is the responsibility of all students to adequately back-uptheir work in multiple ways. Do not rely solely upon a USB device as it can easily becomecorrupted, lost, or stolen. If you are working on a computer: (a) email the document toyourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to aCD/USB etc. You should back-up your work on a very regular basis.
Word limit:2000 words maximum. This word count does not include: (i) the title page; (ii) the Table ofContents; (iii) list of figures/tables; (iv) the executive summary; or (v) your references. Youmust provide an accurate word count on your Title Page + Cover Sheet. Marks will bededucted if the maximum length is exceeded, i.e., more than 2000 words.
Weighting/Value:20% of Final Unit Mark
Presentation requirements:Presentation of your work:
Assessment Requirements
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The ability to present a well formatted and edited piece of work is an essential graduateattribute for business students. As such, it is important that you spend time on editing yourwork prior to submission.
Staple your assignment in top left hand corner. ♦ All pages of your assignments should be numbered appropriately. ♦ You must have a well-presented title page, table of contents, list of tables/figures. ♦ All tables and figures must be clearly labelled and have appropriate titles/figurecaptions. If a table runs over a page, you must restate the table number and titleand also restate the column headings. In such instances, you should considerwhether a ‘landscape view’ will result in a more appealing and professional layout.
♦
You must use numbered descriptive subheadings throughout your IMC campaignplan.
♦
Do not use American spelling (e.g., it should be colour not color / authorise notauthorize).
♦
Fully justify your text. ♦ We know that feedback is very important to you. So to help this process, pleaseuse double spacing and Times New Roman 12 point. Your page margins mustbe 3 cm on the left and right sides. To help us provide you with feedback, you alsoneed to print your assignment single-sided.
♦
Saving of Assignment/ Unit Work:
This is so important, that we will repeat these instructions again.
You are required to keep a copy of each assignment that you submit in case you areasked to resubmit your work. This copy must be retained until the results of this unit arefinalised. Each semester considerable distress results from students losing work becauseof computer/disk/USB/iPod failures. Such failures ARE NOT a reason for seeking withinsemester extensions of time. It is the responsibility of all students to adequately back-uptheir work in multiple ways. Do not rely solely upon a USB device as it can easily becomecorrupted, lost, or stolen. If you are working on a computer: (a) email the document toyourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to aCD/USB etc. You should back-up your work on a regular basis.
Estimated return date:Within 2-3 weeks of submission
Criteria for marking:Task Components % of
AvailableMarks
Executive Summary: A very concise summary of the key details about yourIMC plan.
5%
Introduction: 10%Internal analysis and external analysis 25%Market segmentation and targeting 20%Positioning strategy for your product, and geographic location for your IMCCampaign
5%
Recommendations: These will pertain to the sales objectives andcommunication objectives that you are recommending the company adoptand your reasons for selecting each objective.
20%
References: (these must be in APA format) 5%Presentation: (a) Overall visual layout of your work (e.g. title page; Table of 10%
Assessment Requirements
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Contents; professional looking tables/ figures/ graphs; numberedsubheadings; formatting etc.). (b) Clarity of expression + spelling + grammar+ use of linked paragraphs.Total 100%
Learning objectives assessed:Overall objectives for Assignments One and Two
An IMC plan is a blueprint of the complete marketing communications program for a
brand. It is a formal document that evaluates the background of the brand and presents aset of guidelines and an action program for the advertising and promotions campaign.Over the course of assignments one and two you will be given the opportunity to: (1)develop an understanding of the major elements comprising the marketingcommunications mix; (2) enhance your understanding of the meaning and relevance ofintegrated marketing communications; (3) appreciate the complexity of designing acomplete IMC plan; (4) achieve a high proficiency in locating, understanding, and usinginformation sources for design, execution, and measurement of a marketingcommunication program; and (5) enhance your ability to communicate logically andpersuasively using both written and visual language (diagrams, tables, figures).
Assignment 1 specifically tests Unit Objectives 1 + 3.
1. Demonstrate a detailed understanding of the marketing communication strategies usedto build brands.
3. Analyse and apply the marketing communication processes as they apply to specifictargets.
Submission details:On-campus students can complete this task in one of two ways:
(a) Individual or
(b) In a group of up to 3 students.
Information about Group submissions (3 people): You may select other students fromthe same tutorial to work with and form a joint piece of work. Using the 'Group SubmissionForm' (available from the Unit Moodle site), you must clearly outline which sections of thereport were prepared by each person. All students must sign this document and submit itwith the assignment. Each student in the group must also submit their own separatecoversheet with the assignment. Please remember to tick the box “group submission”.
Mark Allocation: The report will be evaluated as a single piece of work, with all groupmembers receiving the same grade for the report.
Problems with Group dynamics. If, after completing Assignment One, you wish to workon your own, members of the group must inform their tutor in writing. However, youcannot form another group.
Electronic Submission is Not Accepted.
Berwick students – Submit a hardcopy of your assignment into the designated
Assessment Requirements
11
assignment box opposite the BusEco reception area Building 901 Level 1 Berwick. Anyassignment lodged in a staff pigeon hole/mailbox will incur a late penalty.
Malaysian students – Submit a hardcopy of your assignment in the designatedassignment on level 5, building 6.
*****You must keep a copy of your assignment in electronic format until the results for thisunit are finalised. We suggest you also keep a hardcopy******
Penalties for late lodgement:The late lodgement of assignments will incur a penalty. Ten percent (10%) of the totalmarks allocated to this assessment task will be deducted for each day that the assignmentis late.
Assessment coversheet:No assignment will be marked and returned to students without the inclusion of a signedcoversheet. All students are also required to complete the 'Assignment SubmissionChecklist' and submit it with their assignment. The form can be downloaded from the UnitMoodle site.
Group Submissions : All students must complete their own coversheet + also completethe 'Group Submission Form' outlining who contributed to each section of the assignment.
Additional information:Applications for extension of time
Extensions will ONLY be granted if the request meets the Faculty guidelines.
All applications for an extension of the time allocated to an assessment task must bemade in writing (e.g., email) to your local Unit Presenter (Lecturer). DO NOT requestextensions from your tutor. Requests must be made BEFORE the submission date.
Multiple assignments due in the same week of the semester is NOT a valid reason. Wehave specifically designed the assignments to be completed progressively throughout thesemester to avoid the pressure of leaving assignment preparation until the last minute.
DO NOT assume that you will automatically be granted an extension. Approval, if granted,will be in writing and will be recorded on the Faculty Assignment cover sheetaccompanying the assessment task by each local presenter (lecturer). Please read thesection titled “Saving of Assignment and Unit Work” carefully. It has implications regardingrequests for extensions of time.
*****You must keep a copy of your assignment in electronic format until the results for thisunit are finalised. We suggest you also keep a hardcopy******
Assignment Moderation - Where a written work submitted for assessment is given a Failgrade (N) by a marker, that piece of work will be marked again by a second marker whowill independently evaluate the work and consult with the first marker. No student will beawarded a Fail grade for an assessment task or unit without an independent markerconfirming the result.
Assessment Requirements
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Assessment task 2
Title:An Integrated Marketing Communication Plan for (insert brand name)- Phase two
Due date:Tuesday May 21st 2013 by 4pm 2012 (Week 11)
Details of task:Note: Attach a copy of the Executiev summary, objectives and target market fromassignment 1 immediately after the title page.
Executive Summary:
6.0 Creative Strategy Statement.- This section will include:
A description of the key benefits of your product, outline the claims you are makingabout the product, and any promises you are making to consumers.
♦
Tagline/ brand associations/ packaging design/ choice of colours (if significant)♦ Outline your campaign theme♦ Outline of your ‘message strategy statement’♦ Discuss what type(s) of executional technique you wish to use in your IMCcampaign and why.
♦
7.0. Overview of IMC Program Mix.
In this section you will:
Select a minimum of 3 MC functions (one of these must be advertising) nandjustify your choice. This will include linking the MC functions to yourobjectives.Outline the relative emphasis you wish to place on each of yourselected MC functions.
♦
8.0 Discussion of each MC Function
In this section, you will:
Describe how you would like to use each of your selected MC functions over thecourse of your 12-month IMC campaign.
♦
Clearly outline the costs associated with using each of your selected MC functions.You are required to provide a detailed budget table for eachselected MCfunction. The costs associated with using each MC function will come out of yourRM/ AU$1.5 million IMC budget.
♦
A written explanation and graphical presentation of media schedule.♦
A timetable of activities (to include all MC functions).♦
The following are specific instructions regarding your use of various media vehicles (i.e.,you media mix):
Think carefully about which media vehicles you select, as these will be used to deliveryour brand messages/sales promotions etc. As such, you need to explain the link betweeneach media vehicle and your selected primary target audience. Again, it is critical that youexplain how this media mix will facilitate the attainment of your sales and
Assessment Requirements
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communication objectives.
You are required to:
include at least two mass media vehicles and at least one type of ‘social media’ inyour IMC plan.
♦
Describe how these media vehicles will help you to achieve yourcommunication/sales objectives.
♦
Discuss when you want to use each media vehicle over the course of your12-month IMC campaign. For example, do you want to use one particular mediachannel before the product launch and other types after the launch? If so, why?
♦
Outline the (i) frequency and (ii) cost of each media vehicle selected*.♦
9.0. Campaign Evaluation
In this section, you will discuss how you intend to evaluate your IMC campaign. In otherwords, you will:
Discuss the specific evaluation methods/techniques you would recommend beused to evaluate your IMC program.
♦
Discuss what is to be tested and when the testing will occur.♦
10.0. Conclusion:
In this section you will:
Provide a final summary budget table outlining the ‘top line’ costings for each ofyour MC functions. It should also include the costs associated with the evaluationphase of your IMC campaign.
♦
Discuss why you think this budget allocation will enable you to meet your statedobjectives.
♦
Include a pitch/selling statement for your IMC campaign plan. This involves tellingthe reader why your IMC campaign plan is good and why you would recommendthat it be implemented. It is, in effect, your last opportunity to persuade the readerof the value of your IMC plan. DO NOT just restate what you plan to do. Persuadethe reader WHY your IMC campaign is likely to meet the stated objectives.
♦
The format of your report will follow what was specified for Assignment One.
References: Because of the nature of this assignment, it is difficult to be prescriptiveabout the number of references required to fulfil the tasks outlined. You should provide arange of references and avoid over-reliance on a small number of sources.
Word limit:3000 words maximum. This word count does not cover: (i) title page; (ii) table of contents;(iii) list of figures/tables; (iv) executive summary; or (v) list of references. You must providean accurate word count on your Title Page + Cover Sheet. Marks will be deducted if themaximum length is exceeded (i.e., more than 3000 words).
Weighting/Value:30% of Final Unit Mark
Estimated return date:Berwick students: Assignments will be handed back during tutorials. South African,Peninsula, Gippsland and Malaysian students: Your local unit presenter will inform you asto the procedures for the return of your assignments.
Assessment Requirements
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Criteria for marking:General points:
This second assignment WILL require that you undertake background research in order toprovide a cohesive IMC plan. It must also be logical and creative. So please start earlywith your background research.
As noted above, you should think about any social, legal, and ethical issues that couldimpact on the way in which you opt to develop your IMC plan.
You will also need to allow time to edit your work. Remember, IMC plans are very conciseand precise documents. Managers do not have time to read rambling statements that takethem off on tangents. Given that you will all be using a wide range of source material inpreparing your assignment, please remember to adequately reference your statements.Do not fall into the trap of taking material from the web without acknowledging the source.Remember, if you use material verbatim from a source, then you must acknowledge thisas a quote.
The following is a general guide to the break down of marks between different elements ofthe task.Task Components % of
AvailableMarks
Executive Summary: A very concise summary of the key details from eachsection of your IMC plan.
5%
Creative strategy statement: 15%Overview of IMC program mix: 5%Discussion of each MC function: 40%Campaign evaluation: 10%Conclusion: 10%References: These must be in APA format. 5%Presentation: (a) Overall visual layout of your work (e.g. title page; table ofcontents; formatting….). (b) Clarity of expression + spelling + grammar +use of linked paragraphs; (c) well presented tables / graphs / figures thatare easy to read; and (d) logical flow of content across the sections of theIMC plan.
10%
Total 100%
Learning objectives assessed:Assignment Two (tests objectives 1-3 + 5)
1. Demonstrate a detailed understanding of the marketing communication strategies usedto build brands.
2. Understand and apply marketing communication functions.
3. Analyse and apply the marketing communication processes as they apply to specifictargets.
5. Determine and apply the processes associated with evaluating the effectiveness ofmarketing communication across a range of media vehicles.
Assessment Requirements
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You should also bear in mind Unit Objective 4 when developing your IMC campaign. Thatis, you should think about any social, legal, and ethical issues that could impact on theway in which you opt to develop your IMC plan.
Submission details:On-campus students can complete this task in one of two ways: (a) Individual or (b) agroup of up to 3 students.
Group submissions: The same group members as for assignment one. You mustcomplete the Group Submission Form (available on the Unit Moodle site) to documentwhich sections of the report were prepared by each person. All students must sign thisdocument and submit it with the assignment. All students must submit their own separatecoversheet with the assignment. Please remember to tick the box 'Group Submission'.
It is the responsibility of students to arrange mutually acceptable times to worktogether on the assignment. If you cannot commit to meeting regularly, then do notattempt a group assignment.
♦
The assignment will be evaluated as a single piece of work, with both groupmembers receiving the same grade for the piece of work. A good result dependson each person doing his/her share of the work.
♦
Electronic Submission is Not Accepted.
Berwick students – Submit a hardcopy of your assignment into the designatedassignment box opposite the BusEco reception area Building 901 Level 1 Berwick. Anyassignment lodged in a staff pigeon hole/mailbox will incur a late penalty.
Malaysian students – Submit a hardcopy of your assignment into the designatedassignment box on level 5, building 6.
***** You are required to keep an electronic copy of this assignment until the marks forthis unit are finalised. We also recommend you keep a hardcopy*****
Penalties for late lodgement:The late lodgement of assignments will incur a penalty. Ten percent (10%) of the totalmarks allocated to this assessment task will be deducted for each day that the assignmentis late.
Assessment coversheet:No assignment will be marked and returned to students without the inclusion of a signedcoversheet. All students are also required to complete the 'Assignment SubmissionChecklist' and submit it with their assignment. The form can be downloaded from the UnitMoodle site.
Group Submissions : All students must complete their own coversheet + also completethe 'Group Submission Form' outlining who contributed to each section of the assignment.
•
Examination(s)
Examination 1
Weighting:50% of final unit mark
Length:2 hours
Type (open/closed book):
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Closed bookElectronic devices allowed in the exam:
Not allowedRemarks:
Instructions to students
The exam will be closed book. The exam paper will comprise three (3) sections. Allsections must be attempted.
SECTION A contains 20 multiple-choice questions and is worth 20 marks. All questionsmust be attempted.
SECTON B is a short answer section and is worth 40 marks (20 marks perquestion). This section lists three (3) questions. You must select and attempt TWO (2)questions. Each question is worth a maximum of 20 marks.
SECTION C is the mini essay section and is worth 40 marks. There are two (2)questions. You must select and attempt ONE (1) question from this section.
Your answers should reflect a sound knowledge and application of the core concepts ofIntegrated Marketing Communication. Your responses should also be illustrated withappropriate marketing related examples.
A number of the questions in Section B and C will be based on a short case scenario. Inthese instances, your examples must relate to the question scenario.
Learning resources
Monash Library Unit Reading Listhttp://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• Other: Reflective Assignment Submission Checklists - these are designed to help you to reflecton your own progress with each assessment task. We ask that you take the time to think abouthow well you have addressed each element of the assessment task. Remember, you need tosign and submit the checklist for each assessment task.
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Extensions and penalties
For information regarding extensions of time, please refer tohttp://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime
As noted previously, extensions will ONLY be granted if the request meets the Faculty guidelines and isaccompanied by appropriate documentation.
Multiple assignments due in the same week of the semester is NOT a valid reason. We have specificallydesigned the assignments to be completed progressively throughout the semester to avoid the pressure
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of leaving assignment preparation until the last minute.
All applications for an extension of the time allocated to an assessment task must be made in writingto your local Unit Presenter.
DO NOT request extensions from your tutor. Requests must be made before the submission date.DO NOT assume that you will automatically be granted an extension. Approval, if granted, will be inwriting and will be recorded on the Faculty Assignment coversheet accompanying the assessment taskby each local presenter (lecturer). Please read the section titled “Saving of Assignment/ Unit Work”carefully. It has implications regarding requests for extensions of time.
Returning assignments
As stated above.
Resubmission of assignments
Assignments cannot be resubmitted.
Referencing requirements
Q Manual - The Q Manual is a student guide for producing quality written work on time. Printed copiesare available at the bookshop or online at:http://www.buseco.monash.edu.au/publications/qmanual/qmanual.pdf.
Please note that the reference format is now that specified by the American PsychologicalAssociation (APA). Detailed information regarding this referencing system is also available on theMKW2460 Unit Moodle site.
Avoiding Plagiarism - You are required to cite the source of the ideas, statistics, direct quotations, andgeneral information that you use to prepare your written assignments. When you are putting content intoyour own words (paraphrasing or summarising) you must still reference the sources that you are using.This includes all information obtained from journals / newspapers / magazines / tradepress / websites /other media sources such as podcasts/vodcasts.
Why Referencing is Important (i) It is good professional and ethical conduct to always give due creditto those people whose work you have borrowed. (ii) It is an element of good communication to ensurethat your readers can expand their understanding of your writing by accessing the same sources youhave used to formulate your thoughts. (iii) Organisations have written and/or implied rules of behaviourwith respect to how they want internal and external communications to be formatted. For example, in anacademic organisation the intellectual property of other researchers and writers is highly valued. Citingtheir work is a way of acknowledging their contribution to scholarship.
You are required to read the Q Manual and familiarise yourself with what constitutes plagiarism. Ifafter reading this material, you have questions about what constitutes plagiarism then seek assistancefrom the learning skills staff (Monash Library) or your Unit Presenter/Tutor.
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Assignment submission
Hard copy submission
Electronic Submission is Not Accepted.
Berwick students – Submit a hardcopy of your assignment into the designated assignment boxopposite the BusEco reception area Building 901 Level 1 Berwick. Any assignment lodged in a staffpigeon hole/mailbox will incur a late penalty.
Malaysian students – Assignments to be submitted in the designated assignment box on level 5,building 6.
Online submission
If Electronic Submission has been approved for your unit, please submit your work via the VLE site forthis unit, which you can access via links in the my.monash portal.
Required Resources
Prescribed textbook and readings
Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integratedmarketing communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty.Ltd. (Please note on some campus bookshop lists the book appears as Advertising: An IntegratedMarketing Communication Perspective 2ed by Belch G & Belch M & Kerr G Et Al)
Essential reading: You can download these digitised resources from the Unit Reading list. Thesematerials are designed to assist you with your assignment preparation.
Drewniarny, B. L., & Jewler, A. J. (2011) Ideas – The currency of the 21st century, Creative strategyin advertising, 10th ed., Chapter 6, p111-137, Boston, MA: Wadsworth, Cengage Learning
Chitty, W., Barker, N., Valos, M., & Shimp, T. (2012). Digital Marketing, Chapter 9, pp. 222- 244.Integrated marketing communications (3rd Asia Pacific Edition). South Melbourne, Victoria, Australia:Cengage Learning Australia Pty Ltd.
Belch, G. E., & Belch, M. A. (2004). The IMC planning process. Advertising and promotion : anintegrated marketing communications perspective, 6th ed. Boston, Mass. : McGraw-Hill [Extract fromChapter 1] p. 25-34
O'Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Old media meets new media. [Chapter 16] p.524-554. Advertising & integrated brand promotion, Mason, USA.: South-Western Cengage Learning.
Clow, K. E., & Baack, D. (2012). Alternative marketing, Chapter 10, pp. 274-294. Integratedadvertising, promotion, and marketing communications (5th edition – Global Edition). AUpper SaddleRiver, N. J.: Pearson Prentice Hall. [This chapter provides insight into the use of buzz marketing,guerrilla marketing, lifestyle marketing, branded entertainment etc.]2.
Please also look at the articles under the heading Essential reading: Examples of Award winningIMC campaigns.
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Prescribed text(s) and readings
Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integratedmarketing communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty.Ltd. (Please note on some campus bookshop lists the book appears as Advertising: An IntegratedMarketing Communication Perspective 2ed by Belch G & Belch M & Kerr G Et Al)
This textbook is available from the Monash University bookshops.
Recommended Resources
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communicationsperspective (8th ed.). Boston, Mass.: McGraw-Hill Irwin.
Blythe, J. (2006). Essentials of marketing communications (3rd ed.). New York: FT/Prentice Hall.
Clow, K. E., & Baack, D. (2007). Integrated advertising, promotion and marketing communications (3rded.). Upper Saddle River, N. J.: Pearson Prentice Hall.
Fill, C., & Fill, K. E. (2005). Business-to-business marketing: Relationships, systems andcommunications. Harlow, England; New York: Financial Time Prentice Hall.
Parente, D. E. (2006). Advertising campaign strategy. A guide to marketing communication plans (4thed.). Mason, Ohio: Thomson/South-Western.
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising & integrated brand promotion. Mason,USA.: South-Western Cengage Learning. Chapter 16, pp. 524-554.
Rossiter, J. R., & Bellman, S. (2005). Marketing communications: Theory and applications. FrenchsForest, N.S.W.: Prentice Hall.
Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications(7th ed.). Mason, Ohio: Tomson South-Western.
Waller, D. (1998). How to prepare a promotional plan. Sydney: McGraw-Hill.
Unit Reading List : You are strongly advised to use the extensive list of useful readings available via theMKW2460 reading list. These resources are designed to assist you in your assignment preparation andgeneral understanding of the concepts associated with IMC. The url to this reading list is:
http://readinglists.lib.monash.edu/lists/55A9C8F6-905C-0369-F0EE-F9127F1E353A.html
The Monash University Library provides a range of services and resources that enable you to save timeand be more effective in your learning and research http://www.lib.monash.edu.au or via the library tab inthe portal.
While enrolled in this unit you are encouraged to read widely and to elicit information from a variety ofsources. The following list of journals, trade publications, and magazines will facilitate yourunderstanding of IMC from both an applied and theoretical perspective. Please make every effort to readsuch trade press magazines (e.g., AdNews, B&T Weekly, Packaging Digest, Retail World). You will alsofind many useful articles in the wide range of academic journals including: Journal of AdvertisingResearch / Journal of Advertising / Asia-Australia Marketing Journal / Journal of Marketing / EuropeanJournal of Marketing / Harvard Business Review / Psychology and Marketing / Journal of Consumer
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Research.
Recommended text(s) and readings
While enrolled in this unit you are encouraged to read widely and to elicit information from a variety ofsources. The following list of journals, trade publications, and magazines will facilitate yourunderstanding of IMC from both an applied and theoretical perspective. You will find many useful andinteresting articles.
Journal of Advertising Research / Business Review Weekly (Australia) / Journal of Advertising /Marketing (Australia) / Asia-Australia Marketing Journal / Journal of Marketing / European Journal ofMarketing / Bulletin (& Newsweek) / Admap (UK) / Packaging Digest / Retail World / B&T Weekly / AdNews / Harvard Business Review / Psychology and Marketing (Journal)
Examination material or equipment
The exam will be closed book. The materials that are examinable include your textbook*, lecture slides,and tutorial notes.
*Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integratedmarketng communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty.Ltd.
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Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff andstudents are aware of the University’s academic standards, and to provide advice on how they mightuphold them. You can find Monash’s Education Policies at:www.policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
Plagiarism;• 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 services
The University provides many different kinds of support services for you. Contact your tutor if you needadvice 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 tosave time and be more effective in your learning and research. Go to www.lib.monash.edu.au or thelibrary 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 thevirtual learning environment Moodle site. You can access Moodle via the my.monash portal.
Where to go for helpIf you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodleresources that you can tap into.
Disability Liaison Unit
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit todiscuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on aregular basis.
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Website: http://www.monash.edu/equity-diversity/disability/index.htmlTelephone: 03 9905 5704 to bookan appointment with a DLO;Email: [email protected] In: Equity and Diversity Centre, Level 1,Building 55, Clayton Campus.
Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employersand staff. One of the key formal ways students have to provide feedback is through the StudentEvaluation of Teaching and Units (SETU) survey. The University’s student evaluation policy requires thatevery unit is evaluated each year. Students are strongly encouraged to complete the surveys. Thefeedback is anonymous and provides the Faculty with evidence of aspects that students are satisfiedand areas for improvement.
For more information on Monash’s educational strategy, see:
www.monash.edu.au/about/monash-directions/directions.html and on student evaluations, see:www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
Previous Student Evaluations of this Unit
Your feedback is welcomed in order to maintain and improve the quality of this unit of study. Studentfeedback has highlighted the interactive nature of the unit and the benefit of being exposed to lots ofexamples. Improvements from previous feedback in the unit include: more detailed assignment feedbacksheets, embedded interactive case studies in lectures, and interactive tutorials that are designed to helpstudents put theory into practice.
If you wish to view how previous students rated this unit, please go tohttps://emuapps.monash.edu.au/unitevaluations/index.jsp
Other Information
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