MKP2702 Stakeholder marketing communication Unit Guide Semester 1, 2014 Copyright Monash University 2014. All rights reserved. Except as provided in the Copyright Act 1968, this work may not be reproduced in any form without the written permission of the host Faculty and School/Department. The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 21 Feb 2014
Table of Contents MKP2702 Stakeholder marketing communication - Semester 1, 2014...1 Mode of Delivery...1 Workload requirements...1 Additional workload requirements...1 Unit Relationships...1 Prerequisites...1 Prohibitions...1 Chief Examiner(s)...1 Campus Lecturer(s)...1 Peninsula...2 Tutor(s)...2 Peninsula...2 Your feedback to Us...2 Previous Student Evaluations of this Unit...2 Academic Overview...3 Learning Outcomes...3 Unit Schedule...4 Teaching Approach...5 Assessment Summary...5 Hurdle Requirements...5 Second marking...6 Return of final marks...6 Exam viewing...6 Assessment criteria...6 Assessment Requirements...7 Assessment Tasks...7 Assessment task 1...7 Assessment task 2...8 Assessment task 3...13 Examination(s)...16 Examination 1...16 Learning resources...17 Feedback to you...17 Extensions and penalties...17 Returning assignments...18 Resubmission of assignments...18 Referencing requirements...18 Assignment submission...18 Hard copy submission...18 Online submission...18 Prescribed text(s) and readings...18 Recommended Resources...18 Recommended text(s) and readings...19 Examination material or equipment...19 Other Information...20 Policies...20 Graduate Attributes Policy...20 Student Charter...20 Student services...20 Monash University Library...20 Moodle 2...20 Disability Liaison Unit...21
MKP2702 Stakeholder marketing communication - Semester 1, 2014 This unit is designed to provide students with a theoretical and practical appreciation of the central role that marketing communication plays in the general business environment. The unit provides a framework for examining, analysing, and evaluating various aspects of the marketing communications process and the relevant marketing communications tools commonly used. Emphasis is given to building student skills in determining which marketing communication tools to use under a variety of dynamic environments. Topics covered include: advertising, database and direct response marketing, personal selling, public relations, sponsorship, promotions, as well as ethical issues in implementing marketing communication programs. Mode of Delivery Peninsula (Day) Workload requirements 4 hours per week Additional workload requirements In addition to your 4 hours of face to face contact time per week, you are also required to undertake a further 7-8 hours of private study per week. Your private study time should include chapter readings, assignment preparation, personal reflection on learning objectives, and revision. Unit Relationships Prerequisites Students must have passed one of the following units: MKB2402, MKC2110, MKF2111, MKG2402, MKP2700, MKP2701 or MKW2402. Prohibitions MKW2460, MKG2460, MKC3460, MKF3461 Chief Examiner(s) Dr Fiona Newton Campus Lecturer(s) 1
MKP2702 Stakeholder marketing communication - Semester 1, 2014 Peninsula Mr Boris Kolar Contact hours: 9am-3pm Mondays Tutor(s) Peninsula Mr. Boris Kolar Contact hours: 9am-3pm Mondays Your feedback to Us Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The University s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monash s educational strategy, see: www.monash.edu.au/about/monash-directions/ and on student evaluations, see: www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html Previous Student Evaluations of this Unit This is a new unit of study. However, feedback from other PBL units has been used in formulating the type and quanity of student assessments. If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp 2
Academic Overview Learning Outcomes The learning goals associated with this unit are to: 1. critically evaluate the role of integrated marketing communication in achieving organisational objectives 2. employ a conceptual framework for the planning, integrating and control of the marketing communication process 3. demonstrate the strategic use of each of the communication elements - advertising, database and direct response marketing, personal selling, public relations, sponsorship, and promotions 4. understand the dynamics involved in developing effective campaign messages and creative strategies 5. understand the processes involved in making effective media channel and message delivery decisions 6. recommend appropriate ways to evaluate a marketing communication campaign. 3
Unit Schedule Week Activities Assessment 0 It is recommended that you read this Unit Guide prior to the start of semester. Please also ensure that you have your prescribed textbook ready for WK1. 1 March 3rd 2014. The role and function of IMC. Base reading Chap. 1 Clow and Baack prescribed textbook. 2 March 10th. Brands and brand communication. Base reading is available in digital format from the Unit Reading list. Chapter 2 from Moriarty, S., Mitchell, N., & Wells, W. (2012). Advertising & IMC principles and practice (9th ed.). Essex, England: Pearson Education 3 March 17th. How marketing communication works. Base reading is available in digital format via Unit Reading List. Chapter 4 from Moriarty, S., Mitchell, N., & Wells, W. (2014). Advertising & IMC principles and practice (9th ed. Global edition). Essex, England: Pearson Education 4 March 24th. The IMC Planning Process. Base readings chapter 5 and pp. 142-150 from Clow and Baack prescribed textbook. 5 March 31st. Advertising design revisited. Base readings Chapters 6 + 7 from Clow and Baack prescribed textbook. 6 April 7th. Traditional Media Channels & Alternative Marketing. Base readings Chapters 8 + 10 from Clow and Baack prescribed textbook. 7 April 14th. Digital Marketing. Base reading Chapter 9 from Clow and Baack prescribed textbook. 8 April 28th. Evaluating an IMC program. Base reading Chapter 15 from Clow and Baack prescribed textbook. 9 May 5th. Database and direct response marketing and personal selling. Base reading Chapter 11 Clow and Baack prescribed textbook. 10 May 12th. Sales promotion (consumer and trade-orientated). Base reading Chapter 12 Clow and Baack prescribed textbook. 11 May 19th. Public relations and sponsorship programs. Base reading Chapter 13 Clow and Baack prescribed textbook. 12 May 26th. Regulatory aspects and social and ethical concerns. Base reading is available in digital format from the Unit Reading List. Chapter 3 Belch, G. E., Belch, M. A. E., Kerr, G., & Powell, I. (2012). Advertising: An integrated marketing communication perspective. North Ryde, NSW: McGraw Hill SWOT VAC No formal assessment or activities are undertaken in week 0 WK1 class problem due for submission. WK2 class problem due for submission. Assignment Two due for submission 9am Monday April 7th. WK6 class problem due for submission WK7 class problem due for submission. WK9 class problem due for submission. Assignment Three due for submission 9am Monday May 19th. No formal assessment is undertaken SWOT VAC 4
Unit Schedule Examination period LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html Teaching Approach This unit of study uses a 'problem based learning' pedagogy. Students will work individually and collectively to apply theoretical concepts to real world problems.this teaching approach encourages students to take responsibility for organising and directing their learning with support from academic mentors and a scaffolded learing process that involves applied and theoretical debriefing sessions. Assessment Summary Within semester assessment: 60% Examination: 40% Assessment Task Value Due Date Write up of in class problems Phase One of an integrated marketing communication plan for [insert product] The second phase of a modified integrated marketing communication plan for [insert product] 4% of the total unit mark has been allocated to the write up of each of the five designated problems. As such, the total accumulative value is 20% [5 x 4% = 20%] See below for specific due dates 15% of Final Unit Mark Monday March 31st 2014 by 9am (WK6) 25% of Final Unit Mark Monday May 19th 2014 by 9am (WK11) Examination 1 40% of total unit mark To be advised Hurdle Requirements There is a hurdle requirement in this unit. The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task. A student s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit. The individual summative assessment task is the final exam. 5
Unit Schedule Second marking Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark. Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal. Exam viewing The faculty policy is available at http://www.buseco.monash.edu.au/esg/agu/policies/feedback-exam-performance.html The specfic arrangments with the Dept. of Marketing can be found 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. 6
Assessment Requirements Assessment Tasks Assessment task 1 Title: Write up of in class problems Due date: See below for specific due dates Details of task: Student responses to the problem triggers presented in WK1 + WK2 + WK 6 + Wk7 + WK9 will be separately assessed.these problems are designed to provide students with an opportunity to showcase their ability to apply theory to practice. As such, each problem will draw upon that week's learning topics. Students will be provided with the specific details for each problem at the start of class for that week. Time has been set aside for students to work on these problems during class time. However, students will have until the start of the following class to submit their write-up of each problem. Submission dates are as follows: WK1 Problem due for submission 9am March 10th WK2 Problem due for submission 9am March 17th WK6 Problem due for submission 9am April 14th WK7 Problem due for submission 9am April 28th WK9 Problem due for submission 9am May 12th Word limit: 2-3 single sided A4 pages Weighting/Value: 4% of the total unit mark has been allocated to the write up of each of the five designated problems. As such, the total accumulative value is 20% [5 x 4% = 20%] Presentation requirements: You must use numbered descriptive subheadings to help direct the reader to what is being outlined in each section. We know that feedback is very important to you. So to help this process please use Times New Roman 12 point, 3 cm margins, and only print single-sided. Do not use American spelling (e.g., it should be colour not color / authorise not authorize). Fully justify your text. Estimated return date: Assignments will be returned to students during class within 2 weeks of submission. Learning objectives assessed: Taken together, these problem write-ups will address the following unit objectives: (1) Critically evaluate the role of Integrated Marketing Communication in achieving organisational objectives; (2) Employ a conceptual framework for the planning, integrating and control of the marketing communication process; 7
Assessment Requirements (3) Demonstrate the strategic use of each of the communication elements -- advertising, database and direct response marketing, personal selling, public relations, sponsorship, and promotions. (4) Understand the dynamics involved in developing effective campaign message and creative strategies; (5) Understand the processes involved in making effective media channel and message delivery decisions; Submission details: Each of the designated problem write-ups is to be handed to the unit co-ordinator at the start of the following week's class (e.g., WK1 problem will be handed in by 9am of the WK2 class). You must keep a copy of your assignment in electronic format until the results for this unit 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 total marks allocated to this assessment task will be deducted for each day that the assignment is late. Note that any assignment received after 9am on the day of submission will automatically receive a late penalty. Assessment coversheet: No assignment will be marked and returned to students without the inclusion of a signed coversheet. Given that this is a group assignment, each group memeber must complete and sign their own cover sheet and attach to the front of the assignment. Additional information: Group mark allocation: Each write up will be evaluated as a single piece of work, with each group member receiving the same grade. A good result depends on each person doing his/her share of the work. Assessment task 2 Title: Phase One of an integrated marketing communication plan for [insert product] Due date: Monday March 31st 2014 by 9am (WK6) Details of task: Specific Parameters for Assignments 2 + 3 Imagine that you are either a manager responsible for the marketing communication within an organisation or a marketing communication consultant hired by an organisation to devise an integrated marketing communication (IMC) campaign for a new and INNOVATIVE product. Over the course of Assignments 2 and 3, you will develop an IMC plan for this innovative product. The IMC plan that you will develop in Assignments Two and Three will: Pertain to a new product for a new company (i.e., you cannot use an existing product or company). Be based on one of the two (2) products offerings outlined below. The offering that you select will be used in both assignment 2 and 3. There will be no exceptions! Pertain to a B2C (business-to-consumer) environment. Cover a single 12 month period of time. Have a budget equivalent to AU$500,000. Be confined to one geographic location within Australia. 8
Assessment Requirements The two (2) product B2C product offerings you can select from are: (i) Adult jeans OR (ii) Ready to eat non-frozen meals Assignment Two will comprise the following sections: Executive Summary: This is a one (1) page summary of the key details from each section of your IMC plan. It should begin with a statement about the purpose of the IMC plan and a brief description of you new product. It will then contain key points from each section of your IMC plan (e.g., external analysis, internal analysis, market segmentation, positioning strategy, sales objectives, and communication objectives..). Remember that a busy CEO will often only get to read this section, so it must contain enough information for that person to know what you are planning to do in your IMC campaign. Please take time preparing this section and read a number of executive summaries to get an idea of how they are structured. There is also a resource available on the Moodle site with hints on how to write an executive summary. 1.0. Introduction: In this section, you will cover the following areas: (i) the purpose of the assignment; (ii) a description of what makes your new product unique/innovative (this should include both tangible and intangible characteristics). Remember, your product must be new to market - that is, it must not already exist. This section will finish with a brief outline of what will be included in the rest of your IMC campaign plan. Note, for this assessment task you are not required to provide the following typical business report subsections: methodology / scope/ assumptions / limitations. 2.0. An abbreviated IMC situation analysis 2.1. Internal analysis: In this section, you will discuss: (i) the key benefits of your new product and what makes it unique/innovative; (ii) the name you will give to your product; (iv) the tagline that you will use when marketing your product; (v) your product packaging; and (vi) any other brand related characteristics that are relevant to your campaign plan. 2.2. External analysis: In this section of your IMC campaign plan, you will provide a competitive analysis and a consumer analysis 2.2.1. A competitor analysis for [insert brand name] This section requires that you undertake some background research on your competitors. You are expected to identify and describe at least three (3) direct competitors for your new product. From this list, identify one (1) main competitor and justify your choice. Next, describe the benefits and limitations associated with this competitor's product(s). Once you have done that, discuss the positioning strategy (or strategies) used by your main competitor. Finally, discuss what message strategies are being used by your main competitor. You can include examples of their marketing materials in an Appendix. 2.2.2. Consumer analysis for [insert brand name] In this section, you will utilise the concept of means-end theory to construct a means-end chain for your product*. You are required to discuss the potential links between your product s attributes, the benefits sought by consumers, and their personal goals/lifestyle values and summarise this information into a diagram*. When discussing this diagram, explain how the identified lifestyle values/goals could influence product choice. You will also discuss the potential social factors that could influence the purchase decisions of consumers seeking your product. Once you have completed your consumer analysis, you are in a good position to think about segmenting the market for your new 9
Assessment Requirements product. *The market segmentation handout (see Unit Moodle site) contains an example of a means-end chain and some useful references. Means-end theory was also covered in MKP2700 (Stakeholder behaviour and communication), so you may find prescribed textbook for that Unit helpful Schiffman, L., O'Cass, A., Paladino, A., D'Alessandro, S., & Bednall, D. (2011). Consumer behaviour (5th edition). Frenchs Forest, NSW: Pearson Education Australia.]. 3.0. Segmentation and targeting Remember - you are restricted to a B2C (business to consumer)environment. Step1. Based on your consumer analysis, you are required to identify three (3) distinct groups of consumers that are likely to wish to purchase your new product. You will need to develop and write up a profile for each group. You will also need to provide an image that personifies each of your profiles (see examples in your market segmentation handout that is available on the Unit Moodle site). See also Chapter 4 pp. 103 114 of your prescribed Clow and Baack (2014) textbook. Step 2. From your identified groups of consumers, select one to be your primary target audience. Your IMC campaign will be tailored to this group. When selecting your primary target audience, you should consider which segment would be most profitable to pursue using an IMC campaign. You are required to justify your selection (i.e., provide a rationale for choosing this segment). Remember, media waste is likely to be reduced if marketers clearly identify target markets. 4.0. Positioning strategy + Perceptual map + Geographic location 4.1.1. Positioning strategy - discuss what positioning strategy you would recommend be used in relation to your new product. To complete this section, you are strongly advised to read up on positioning strategies use your prescribed text and other textbooks available from the Monash Library. 4.1.2. Perceptual map - visually display how you would desire potential customers to perceive your product relative to direct competitors. 4.1.3. Geographic location for the IMC Campaign: When you are selecting a geographic location to market your new product, you need to consider where your primary target audience are most likely to be physically located. You can use census data and other sources to justify (support) your choice of location. Given that your second assignment requires that you formulate a media schedule, you will find it easier if you select a city/region rather than a whole country. 5.0. Recommendations: This section will include at least two (2) sales objectives and at least five (5) communication objectives. Your communication objectives must follow the SMARTT guidelines outlined in your WK4 theory pack of slides. You are required to explain why your selected each of your objectives (i.e., why they are important in the marketing of your new product). This is where you will link back to the Facets Model of Effects which was covered in WK3 and WK4. You may also find it helpful to revisit your WK3 compulsory reading which can be downloaded from the Unit Reading List. Moriarty, S., Mitchell, N., & Wells, W. (2014). Advertising & IMC principles and practice (9th ed. Global edition). Essex, England: Pearson Education Ltd. Chapter 4 How marketing communication works pp. 124-153. 10
Assessment Requirements Anyone reading your objectives should be able to understand what they are designed to achieve. **The presentation requirements for this assignment are outlined below. Word limit: 1800 words maximum. This word count does not include: (i) the title page; (ii) the Table of Contents; (iii) list of figures/tables; (iv) the executive summary; or (v) your references. You must provide an accurate word count on your Title Page + Cover Sheet. Marks will be deducted if the maximum length is exceeded, i.e., more than 1800 words. Weighting/Value: 15% of Final Unit Mark Presentation requirements: Carefully edit your work 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/figure captions. If a table runs over a page, you must restate the table number and title and also restate the column headings. In such instances, you should consider whether a landscape view will result in a more appealing and professional layout. You must use numbered descriptive subheadings throughout your IMC campaign plan. Do not use American spelling (e.g., it should be colour not color / authorise not authorize). Fully justify your text. We know that feedback is very important to you. So to help this process, please use double spacing and Times New Roman 12 point. Your page margins must be 3 cm on the left and right sides. To help us provide you with feedback, you also need print your assignment single-sided. Saving of Assignment/ Unit Work: You are required to keep a copy of each assignment that you submit in case you are asked to resubmit your work. This copy must be retained until the results of this unit are finalised. Each semester considerable distress results from students losing work because of computer/disk/usb/ipod failures. Such failures ARE NOT a reason for seeking within semester extensions of time. It is the responsibility of all students to adequately back-up their work in multiple ways. Do not rely solely upon a USB device as it can easily become corrupted, lost, or stolen. If you are working on a computer: (a) email the document to yourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to a CD/USB etc. You should back-up your work on a very regular basis. Estimated return date: Within two weeks of submission. Assignments will be returned to you during class time. Criteria for marking: Task Components Executive Summary: 10% Introduction 5% Internal analysis and external analysis 15% Market segmentation and targeting, 20% Positioning strategy, perceptual map, and selection of geographic 15% location Recommendations: See instructions 15% References:(these must be in APA format) 5% Presentation:See instructions. 15% % of Available Marks 11
Assessment Requirements Total 100% Learning objectives assessed: The learning objectives addressed by Assignments Two and Three are as follows: (2) Employ a conceptual framework for the planning, integrating and control of the marketing communication process; (3) Demonstrate the strategic use of each of the communication elements -- advertising, database and direct response marketing, personal selling, public relations, sponsorship, and promotions. (4) Understand the dynamics involved in developing effective campaign message and creative strategies; (5) Understand the processes involved in making effective media channel and message delivery decisions; (6) Recommend appropriate ways to evaluate a marketing communication campaign. Submission details: Assignments must be submitted into the designated assignment drop-off box Level 3 Building D Peninsula campus.electronic Submission is not accepted. Any assignment lodged in a staff pigeon hole/mailbox will incur a late penalty. You are required to retain a copy of your assignment in electronic format until the results for this unit are finalised. It is recommended that you also keep a hardcopy. Penalties for late lodgement: The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total marks allocated to this assessment task will be deducted for each day that the assignment is late. Note that any assignment received after 9am on the day of submission will automatically receive a late penalty. Assessment coversheet: No assignment will be marked and returned to students without the inclusion of a signed coversheet. Given that this is a group assignment, each group memeber must complete and sign their own cover sheet and attach to the front of the assignment. Additional information: Students will complete this task as a group of two. 1. 'Group Submission Form': Please download this form from the Unit Moodle site. You must clearly outline which sections of the report were prepared by each person. Both students must sign this document and submit it with the assignment. Each student in the group must also submit their own separate coversheet with the assignment. Please remember to tick the box group submission. 2. Mark allocation within group: It is the responsibility of students to arrange mutually acceptable times to work together on the assignment. The report will be evaluated as a single piece of work, with both group members receiving the same grade for the report. A good result depends on each person doing his/her share of the work. 3. Problems with Group dynamics: Please immediately notify your presenter if you are having difficulties working in your designated group. 12
Assessment Requirements Assessment task 3 Title: The second phase of a modified integrated marketing communication plan for [insert product] Due date: Monday May 19th 2014 by 9am (WK11) Details of task: The structure of this second phase of an IMC plan is as follows: Executive Summary: This is a one (1) page summary of the key details from each section of your IMC campaign plan. It should begin with a statement about the purpose of the report and a brief outline of your chosen product. It will also contain information from each section of your actual IMC plan. Use the 'Assignment 3 Submission Checklist' to guide you on what information needs to be summarised in this section. Remember, it must contain enough information for the person reading this summary to know what you are planning to do in your IMC campaign, why it is good, how much it will cost, and how the objectives will be evaluated. 1.0. Introduction: In this assignment, your introduction will be very short and should focus on reminding the reader about your product, target audience, and the geographic location where the product will be launched. It should also contain a brief outline of what will be included in the rest of the report. You are not required to provide methodology/ scope/ assumptions/ limitations. 2.0. Campaign strategic information: You are strongly advised to read chapter 5 (see page 148 of your prescribed textbook) very carefully when preparing this section of your IMC plan. In this section, you will: Restate your sales objectives and your communication objectives from your second assignment. Remember, these objectives must be SMARTT and that your communication objectives should link back to the facets of effects model (see WK3 and 4 notes). If required, use your feedback from Assignment Two to update these objectives. Describe the key benefits of your product, outline the claims you are making about the product, and any promises you are making to consumers. Outline your message theme (see page 149 of your prescribed Clow and Baack textbook). Develop a Schultz IMC message strategy statement (see WK5 theory slide pack) Discuss what type of executional framework you wish to use in your IMC campaign and justify it why (see chapter 7 in your prescribed Clow and Baack textbook). 3.0. Overview of IMC Program Mix: In this section you are required to use at least four MC functions. Of this four, you must use traditional media and digital marketing. You are required to outline which MC functions (i.e., MC tools) you wish to use in your IMC campaign and justify why they should be used. You are required to outline the relative emphasis you wish to place on each of your selected MC functions (tools). That is, you will tell the reader what percentage of your total budget you wish to apportion to each of your selected MC tools. This information must be summarised in a diagram. You must justify why you have apportioned your budget in this way. 4.0. Discussion of each MC Function. In this section, you will: 13
Assessment Requirements Describe how you would like to use each of your selected MC functions over the course of your 12-month IMC campaign. Remember, you goal is to achieve your set sales and communication objectives. Therefore, it is important that the reader understand how your selected MC functions (tools) will be used to facilitate achievement of your sales and communication objectives. Clearly outline the costs associated with using each of your selected MC functions. You are required to provide a detailed budget table for eachselected MC function. The costs associated with using each MC function will come out of your AU$500,000 IMC budget. Remember to tell the reader where you obtained your information about the costs associated with using each MC function. You will find lots of resources to help you in the Assignment Preparation folder on the Unit Moodle site. Explain (in writing) at what time over the 12-month IMC campaign you will use each of your selected MC functions. For example, will some MC functions be used to launch the product while others will be used later in the IMC campaign to boost sales? You are required to summarise this information into a diagram. The inclusion of a diagram will help the reader to visualise the order in which your MC functions will be used. The following are specific instructions regarding your use of various traditional media vehicles: Think carefully about which media vehicles you select, as these will be used to deliver your brand messages/sales promotions etc. As such, you need to explain the link between each media vehicle and your selected primary target audience. Again, it is critical that you explain how your choice of media vehicle(s) will facilitate the attainment of your sales and communication objectives. You are required to: Describe how these media vehicles will help you to achieve your communication/sales objectives. Discuss when you want to use each media vehicle over the course of your 12-month IMC campaign. For example, do you want to use one particular media channel before the product launch and other types after the launch? If so, why? Formulate a media schedule table/diagram to summarise when each media vehicle will be used over the course of your 12-month IMC campaign. This should lead to a discussion of media scheduling patterns. Outline the (i) frequency and (ii) cost of each media vehicle selected*. *Costs associated with MC functions: A resource sheet is available on the Unit Moodle site to assist you in determining various media costs. As this list is not exhaustive, you are encouraged to source your own media costings information to assist with making decisions about how to allocate your media budget. For example, many magazine and newspaper publishers have rate cards and associated media kits that can be downloaded from their websites. These documents outline the costs associated with advertising in their publications. 5.0. Campaign Evaluation You must read Chapter 15 of your prescribed Clow and Baack textbook to complete this section. In this section, you will discuss how you intend to evaluate your IMC campaign. In other words, you will: Discuss the specific evaluation methods/techniques you would recommend be 14
Assessment Requirements used to evaluate your IMC program. Discuss what will be evaluated, how it will be evaluated, and when it will be evaluated. 6.0. Conclusion: In this section you will: Provide a final summary budget table outlining the top line costings for each of your MC functions. It should also include the costs associated with the evaluation phase of your IMC campaign. Discuss why you think this budget allocation will enable you to meet your stated objectives. Include a pitch/selling statement for your IMC campaign plan. This involves telling the reader why your IMC campaign plan is good and why you would recommend that it be implemented. It is, in effect, your last opportunity to persuade the reader of the value of your IMC plan. DO NOT just restate what you plan to do. Persuade the reader WHY your IMC campaign is likely to meet the stated objectives. References: Because of the nature of this assignment, it is difficult to be prescriptive about the number of references required to fulfil the tasks outlined. You should provide a range 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 provide an accurate word count on your Title Page + Cover Sheet. Marks will be deducted if the maximum length is exceeded (i.e., more than 3000 words). Weighting/Value: 25% of Final Unit Mark Presentation requirements: Report format: (i) Follow the same format that was specified for Assignment One. (ii) You are required to attach a copy of the Executive Summary that you submitted as part of Assignment One with this current assignment (i.e., Assignment Two). Insert Executive Summary Assignment TWO immediately after your title page. Then insert "Executive Summary Assignment THREE". The executive summary from your second assignment will not be remarked nor will it be included in your word count for Assignment 3. It is only included to provide essential background information to the marker. Estimated return date: Within two weeks of submission. Assignments will be returned to you during class time. Criteria for marking: This third assignment will require that you undertake background research in order to provide a cohesive IMC plan. It must also be logical and creative. So please start early with your background research. You will also need to allow time to edit your work. Remember, IMC plans are very concise and precise documents. Managers do not have time to read rambling statements that take them off on tangents. 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 this as a quote. Task Components Executive Summary: 10% 1. Introduction: 5% 2. Campaign strategic information 15% % of Available Marks 15
Assessment Requirements 3. Overview of IMC Program Mix 5% 4. Discussion of each MC Function 30% 5. Campaign Evaluation 10% 6. Conclusion: 5% References: (these must be in APA format) 5% Presentation: 15% Total 100% Learning objectives assessed: Assignment Three tests learning objectives 2-6 Submission details: Assignments must be submitted into the designated assignment drop-off box Level 3 Building D Peninsula campus. Penalties for late lodgement: The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total marks allocated to this assessment task will be deducted for each day that the assignment is late. Note that any assignment received after 9am on the day of submission will automatically receive a late penalty. Assessment coversheet: No assignment will be marked and returned to students without the inclusion of a signed coversheet. Given that this is a group assignment, each group memeber must complete and sign their own cover sheet and attach to the front of the assignment. Additional information: Students will complete this task as a group of two. Each group must complete the 'Group Submission Form' (available from the Unit Moodle site). You must clearly outline which sections of the report were prepared by each person. Both students must sign this document and submit it with the assignment. Each student in the group must also submit their own separate coversheet with the assignment. Please remember to tick the box group submission. Mark Allocation: It is the responsibility of students to arrange mutually acceptable times to work together on the assignment. The report will be evaluated as a single piece of work, with both group members receiving the same grade for the report. A good result depends on each person doing his/her share of the work. Problems with Group dynamics. Please immediately notify your presenter if you are having difficulties working in your designated group. Examination(s) Examination 1 Weighting: 40% of total unit mark Length: 2 hours Type (open/closed book): Closed book Hurdle requirements: There is a hurdle requirement in this unit. The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at 16
Assessment Requirements least 50% in the final summative assessment task. A student s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit. The individual summative assessment task is the final exam. Electronic devices allowed in the exam: None Remarks: The structure of the exam will be explained during class and details will be posted to the Unit Moodle site. Learning resources Monash Library Unit Reading List (if applicable to the unit) http://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 Extensions and penalties Applications for extension of time Extensions will ONLY be granted if the request meets the Faculty guidelines. Having multiple assessments due in the same week is not a reason for an extension. All applications for an extension of the time allocated to an assessment task must be made in writing (e.g., email) to the Unit Coordinator. DO NOT assume that you will automatically be granted an extension. Approval, if granted, will be in writing from the Unit Coordinator. Each semester considerable distress results from students losing work because of computer/disk/usb/ipod failures. Such failures ARE NOT a reason for seeking within semester extensions of time. It is the responsibility of all students to adequately back-up their work in multiple ways. Do not rely solely upon a USB device as it can easily become corrupted, lost, or stolen. If you are working on a computer: (a) email the document to yourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to a CD/USB etc. You should back-up your work on a very regular basis. Penalties for late lodgement: The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total marks allocated to this assessment task will be deducted for each day that the assignment is late. Note that any assignment received after 9am on the day of submission will automatically receive a late penalty. Students are responsible for ensuring that each assignment reaches its destination by the specified date and time. 17
Assessment Requirements Returning assignments Marked assignments will be returned to students during class time. Resubmission of assignments Resubmissions of assignments is not permitted in this unit of study. Referencing requirements You are required to use the APA referencing format for each of your assignments. Failure to use this reference format will result in a loss of marks. The Unit Moodle site has links to information on this referencing format. Please also refer to the Q manual. Ensure that all references cited in text are listed in your references and vice versa. Check that you have appropriately acknowledged the sources that you used to formulate your statements. Assignment submission Hard copy submission Submit a hardcopy of your assignment into the designated assignment box Level 3 BusEco reception area Building D Peninsula Campus. Any assignment lodged in a staff pigeon hole/mailbox will incur a late penalty. Electronic submission is not accepted in this unit of study. You must keep a copy of your assignment in electronic format until the results for this unit are finalised. We suggest you also keep a hardcopy. Online submission If Electronic Submission has been approved for your unit, please submit your work via the learning system for this unit, which you can access via links in the my.monash portal. Prescribed text(s) and readings Clow K. E., & Baack, D. (2014). Integrated advertising, promotion, and marketing communication (6th ed. Global). Essex, England: Pearson Education Ltd. ISBN 978-0-13-312624-2 Recommended Resources The unit reading list will provide you with access to a number of digitised resources including award winning IMC campaigns. These resources are designed to provide you with a means of enhancing your understanding of the topic areas and to help you to prepare your assignments. 18
Assessment Requirements You are also encouraged to visit the library to read hard copies of marketing trade press magazines including B&T weekly and AdNews. Trade press magazines are a great way to learn more about marketing practices and tools. Recommended text(s) and readings Please visit the unit reading list for a list of recommended texts and readings. Examination material or equipment The examination for this unit of study will be closed book. The materials that are examinable include the chapter readings outlined in this unit guide, the concepts covered in the theory debriefs, and the theory slides provided on the unit moodle site. 19
Other Information Policies Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University s academic standards, and to provide advice on how they might uphold them. You can find Monash s Education Policies at: www.policy.monash.edu.au/policy-bank/academic/education/index.html Key educational policies include: Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and Collusion Procedures ; 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 Charter www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html Student services The University provides many different kinds of support services for you. Contact your tutor if you need advice 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 to save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the library 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 the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into. 20
Other Information Disability Liaison Unit Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. Website: http://www.monash.edu/equity-diversity/disability/index.html Telephone: 03 9905 5704 to book an appointment with a DLO; Email: dlu@monash.edu Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus. 21