Course Outline (Undergraduate): Course Title Promotions Management Course Code MKG220 Faculty of Business Semester 2, 2007 DISABILITY AND LEARNING SUPPORT SERVICES The University offers a range of services and supports for students with a disability and it is important that these are negotiated early in the semester. Students who require alternative arrangements such as Special Exam Arrangements and assessment or study support should discuss their needs with the Disability Services Officer and/or the Course Coordinator as soon as possible. The university offers a range of academic skills services to assist students with the development of writing and study skills. Workshops on topics such as critical thinking, clearer writing and essay writing are held most weeks throughout the semester. Learning fact sheets are also readily available on the intranet (http://intranet.usc.edu.au/usc/studserv/learning). Students can also make an appointment with an academic skills adviser at Student Services for one-on-one assistance with study and academic writing skills.
Course Outline (Undergraduate): MKG220 Promotions Management Page 2 FIELD OF EDUCATION 080599 FUNDING CLUSTER 2 WORK EXPERIENCE IN INDUSTRY Indicate whether this course involves work experience in industry by ticking () one of the following boxes: This course involves work experience in industry. This course does not involve work experience in industry. If the course involves work experience in industry, indicate the basis on which this occurs by ticking () one of the following boxes: Learning and performance is directed by USC or persons engaged by USC. Learning and performance is supported by USC or persons engaged by USC. No support is provided for learning and performance by USC or persons engaged by USC. PROGRAM(S) Bachelor of Business MAJORS AND MINORS Marketing Major Marketing Minor REQUIRED COURSE IN PROGRAM Bachelor of Business (Marketing) CONTACT HOURS Lecture: 2 Hours Tutorial: 1 Hour PRE-REQUISITES BUS105 Marketing Theory & Practice MODE Internal: Students who undertake all courses in which they are enrolled through attendance on campus, either in Australia or at an offshore location. UNITS 12 credit points ENROLMENT RESTRICTIONS Nil
Course Outline (Undergraduate): MKG220 Promotions Management Page 3 COURSE COORDINATOR Dr Debra Harker Office: K2.26 Telephone: (w) 5430 1235, (m) 0412 751120 Email: dharker@usc.edu.au Consultation Times: TBA COURSE MODERATOR Dr Michael Harker Office: K2.01A Telephone: 5430 1253 Email: mharker@usc.edu.au Consultation Times: TBA COURSE DESCRIPTION TO BE USED FOR STUDENT HANDBOOK The major focus of this course is to expose students to the ways by which organisations communicate with various publics and how research and communication strategy formulation can assist in the facilitation of exchange. The course is based on the strategic managerial decision making required to develop an effective communications mix, but also focuses on the practical skills necessary to communicate effectively. The central question to be addressed is: in what ways can the analysis and understanding of the theories of mass and dyadic forms of communication assist organisations to more effectively communicate with both internal and external publics? The course builds significantly on the basic understanding of communication developed in BUS105 Marketing: Theory and Practice. The course provides students with an understanding of the theory and practice of marketing communications between an organisation and its publics. Study of both mass and dyadic forms of communication enables the development of more effective communication strategies and actions. Students will also be exposed to the work of the Faculty s research concentration, the Foundation for Advertising Research, which examines the macro effect of advertising on society (see the Coordinator and Moderator for more information). LEARNING OUTCOMES USC Graduate Attributes To understand To have relevant, discipline-based knowledge, skills and values To be able to apply and evaluate knowledge Learning Objectives On completion of this course students should be able to: 1. Understand and explain the marketing communication process at individual and organisational level 1. 500 word research proposal 2. 2,500 word research project Learning/Assessment Tasks (eg. essay; project) 3. Tutorial Presentation and Summary 4. Mid-semester concepts test (individual) 5. Final Examination (individual)
Course Outline (Undergraduate): MKG220 Promotions Management Page 4 USC Graduate Attributes To think To value and respect reason To be able to reason competently To interact To be able to interrelate and collaborate To value and respect difference and diversity To communicate To speak, listen and write competently To be competent users of information and communication technologies To value To have self-respect and a sense of personal agency To have a sense of personal and social responsibility To understand and apply ethical professional practices Learning Objectives On completion of this course students should be able to: 2. Critically analyse a number of contemporary issues in marketing communications and promotions 3. Compare and contrast models of marketing communications found in the literature 4. Understand and explain appropriate tools for analysing marketing communications processes 5. Critically analyse the relationship between promotions management and marketing strategy 1. 500 word research proposal 2. 2,500 word research project Learning/Assessment Tasks (eg. essay; project) 3. Tutorial Presentation and Summary 6. Demonstrate effective group work skills. 7. Demonstrate effective interpersonal communication skills. 8. Identify and address individual and external influences on marketing communications. 4. Mid-semester concepts test (individual) 5. Final Examination (individual) LEARNING/ASSESSMENT DETAILS Learning/Assessment Tasks Submission via Hard Copy *Safe Assignment Due Date Word Length Assessment Weighting 1. 500 word research proposal Week 5 500 5% 2. 2,500 word research project Week 11 2,500 25% 3. Tutorial Presentation and Summary Weeks 4-11 45 mins 10% 4. Mid-semester concepts test (individual) Week 7 1 hour 20% 5. Final Examination (individual) TBA 2 hour 40% *Safe Assignment provides a website that is used by universities for preventing plagiarism and ensuring that all students are fairly assessed on their own learning achievements. The Learning/Assessment Task ticked above in the Safe Assignment column is to be submitted electronically using this method.
Course Outline (Undergraduate): MKG220 Promotions Management Page 5 LEARNING/ASSESSMENT TASKS Learning/Assessment Task 1 & 2: Group Project Description: The group project is worth a total of 30% of semester marks and is due for final submission in week 11. A peer review process will be conducted in tutorials in week 11 to increase the quality of work and understanding of what constitutes a quality piece of work. The peer review process also provides students with formative feedback on learning. Students will work in small groups of 2 or 3 to write a report on one of the topics discussed and presented in the first few lectures and tutes. The first piece of work, the proposal for this report, is worth 5% of overall marks and is due to be handed into your tutor in your tutorial in week 5, peer review will be undertaken this week. The proposal is an important piece of work as it provides the student with formative feedback on learning. As always, students will be given extensive formative feedback to ensure that quality projects are produced. The main project is worth 25% and must then be completed by week 10. Thus, total marks available for the project (including the proposal) are 30%. The project is to be written in a concise manner and presented in report style. The word limit is 2,500 and this should be adhered to, however plus or minus 10% of the word count is acceptable. Students should make good use of the appendices for important material. Assessment Criteria: The Proposal The proposal should at least cover: The rationale for the topic selected why is it important? Some evidence should be provided, stats, key references etc. The perspective adopted precisely which aspect of the field will be addressed? The proposed sources to be interrogated (specifically which journals, periodicals?). For example, the names of Journals but not volume or page numbers, perhaps a Special Edition of a key journal or government report. A timeline for completion of the major project, the report. As always, students will be given extensive feedback on the proposals to ensure that quality projects are produced. The Project In this piece of work, students should display a good grasp of the role of theory in practice and demonstrate a sound understanding thereof. Relating theory to practice, writing and presenting ideas, demonstrating a high level of analysis and including good quality sources will achieve good marks. This is not a literature review but a more practical piece of work. Obviously good presentation will be encouraged and rewarded. Learning/Assessment Task 3: Tutorial Presentation and Summary Description: During weeks 4-11 all students, working in groups, must select, prepare and present a 45-minute presentation from a list of topics to be discussed in the first week of tutorials (and placed on Blackboard). A one-page summary of the CONTENT of your presentation must be distributed to attendees at the tutorial on the day of the presentation, together with references used. The total marks available for this piece of assessed work will be 10%. The format for this piece of work will be discussed at the first tutorial. Assessment Criteria: Students will be assessed using a 10-point scale ranging from 1-10 where 1 is poor and 10 is excellent. The 10 criteria used cover both style and content of the presentation. The criteria are discussed at the first tutorial.
Course Outline (Undergraduate): MKG220 Promotions Management Page 6 Learning/Assessment Task 4: Mid-semester Concepts Test Description: A one-hour, mid-semester, concepts test will be conducted in order to provide formative feedback to students on their progress in Promotions Management. The test will be conducted in lecture time. Assessment Criteria: The mid-semester concepts test will utilise multiple-choice questions so that students can demonstrate their understanding of the subject in the formative weeks of semester. The test is scheduled to encourage students to engage with the course material. Learning/Assessment Task 5: Final Examination Description: An individual two-hour exam, worth 40% of the overall marks for this course, will be held during the exam period. Further details as to the format and content of the exam will be given towards the end of the semester. An exam from a previous year will be found on the student intranet. Assessment Criteria: The exam is structured so that students have three ways to demonstrate their understanding of the subject; multiple-choice questions, short answer questions, and essay. Conditions for Passing Course To achieve a pass in this course, students must: 1. Perform satisfactorily in all items of assessment; 2. Submit specified assessment items via Safe Assignment. COURSE SCHEDULE Week Comm Teaching Week Content Focus of Week 16 July 1 Integrated Marketing Communications & Promotional Strategy: An Overview (chs 1 & 2) Learning/Teaching Activities No tutorials first week. 23 July 2 Analysing the Market (chs 3, 4, & 5) Discuss projects with tutors, tute work discussion and assignment of topics. 30 July 3 New Products, Brand Names and POP materials (chs 6 & 7) Group work tutorial. 6 Aug 4 Advertising Management and Strategy (chs 8 & 9) 13 Aug 5 Advertising I - The Message (chs 10 & 11) 20 Aug 6 Advertising II - Analysis of Mass Media Resources and Media Strategy (chs 12 & 13) 27 Aug 7 Mid-semester Concepts Test None 3 Sep 8 Sales Promotion Strategy I (chs 16 & 17) Peer review and feedback on proposals Project proposal due 10 Sep 9 Sales Promotion Strategy II (ch 18) Mid Semester Break 17 30 September 1 Oct 10 Direct Advertising, Database Marketing & Assessing Advertising Effectiveness (chs 14 & 15) 8 Oct 11 PR and Personal Selling (ch 19) Peer review and feedback on projects Project due
Course Outline (Undergraduate): MKG220 Promotions Management Page 7 Week Comm Teaching Week Content Focus of Week 15 Oct 12 Coordination and Control (ch 20 + real life case study) 22 Oct 13 Course review, exam discussion Course review 29-31 st Oct Study Break 1 Nov 18 Nov Exams Learning/Teaching Activities presentation/workshop 19 Nov Inter Semester Break commences PRESCRIBED TEXT(S) Shimp T A (2006), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 7th edition, Dryden Press, New York. RECOMMENDED READINGS Good Reference Texts Belch G E and Belch M A (1998), Advertising and Promotion: An integrated marketing communications perspective, 4th Edition, Irwin. Chitty William, Barker Nigel and Shimp Terence A (2005), Integrated Marketing Communications: Pacific Rim Edition, Thomson. Commercial Economic Advisory Service of Australia (most recent edition), Advertising Expenditure in the Main Media, CEASA, Australia. Fill C (1998), Marketing communications: Contexts, Contents and Strategies, 2nd edition, Prentice Hall. Fill, Chris and Karen Fill (2005), Business-to-business Marketing: Relationships, Systems and Communications. Kahle Lynn R., Larry Chiagouris (1997), Values, lifestyles, and psychographics. O'Guinn Thomas C., Chris T. Allen, Richard J. Semenik (2003), Advertising and integrated brand promotion. Percy, Larry, John R. Rossiter, Richard Elliott (2004), Strategic Advertising Management. Rossiter, John R. and Peter J. Danaher (1998), Advanced Media Planning. Rossiter, John R. and Steven Bellman (2004), Marketing Communications: Theory and Applications. Sutherland M (2000), Advertising and the Mind of the Consumer, 2 nd edition, Allen and Unwin. Journals and Other Sources For a greater insight into the theory and practice of promotions management consult: Ad News B&T Business Review Weekly International Journal of Advertising International Marketing Review Journal of Advertising Journal of Advertising Research Journal of Marketing Journal of Public Affairs Journal of the Academy of Marketing Science Marketing Marketing News The Australian especially Media on Thursdays NB There are a number of on-line sources (e.g. ABI/Inform) and CD ROMs - interrogation and use of these will help you to get valuable insights and knowledge - USE THEM! See the Librarians for details.
Course Outline (Undergraduate): MKG220 Promotions Management Page 8 ASSESSMENT CONDITIONS (Faculty of Business Undergraduate Standard) Faculty of Business guidelines and information relating to the administration of courses are located on the Student Intranet as follows: Student Assessment Items - Guidelines https://my.usc.edu.au/student/default2.asp?page=/usc/business/aa_business_documents/student_asses sment_items_guidelines.doc Faculty of Business Assessment Item Cover Sheet https://my.usc.edu.au/student/default2.asp?page=/usc/business/aa_business_documents/assessment_it em_cover_sheet.doc. Do not make up your own assessment item cover sheet. Variations to Assessment - Guidelines https://my.usc.edu.au/student/default2.asp?page=/usc/business/aa_business_documents/variations_to_ Assessment_Guidelines.doc Plagiarism Where specified in the Learning/Assessment Details, submit assessment items through Safe Assignment via Blackboard: https://online.usc.edu.au/icslogin/?"http://online.usc.edu.au/webapps/login/" Brief step-by-step instructions at: https://my.usc.edu.au /usc/business/aa_safe_assignment/safe_assignment_instructions_for_bb.pdf Hard copies of the above guidelines and information are also available from the Faculty of Business Reception and Administration Office. Grade Levels Grades shall be awarded on the following basis: HIGH DISTINCTION where a student achieves an exceptionally high level of performance and / or competence plus the production of original work and demonstrated awareness of all significant elements of the course. DISTINCTION CREDIT PASS FAIL where a student achieves a high level of performance and / or competence plus the production of original work and demonstrated awareness of all significant elements of the course. where a student achieves a level of performance and / or competence substantially above the minimum requirements of the course. where a student achieves a level of performance and / or competence which satisfies the minimum requirements of the course. where a student has not satisfied the minimum requirements of the course.