MKF5926 Integrated marketing communication Unit Guide Semester 2, 2015 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: 22 Jul 2015
Table of Contents MKF5926 Integrated marketing communication - Semester 2, 2015...1 Mode of Delivery...1 Workload requirements...1 Additional workload requirements...1 Unit Relationships...1 Co-requisites...1 Prohibitions...1 Chief Examiner(s)...1 Campus Lecturer(s)...2 Caulfield...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...5 Return of final marks...5 Exam viewing...6 Assessment criteria...6 Assessment Requirements...7 Assessment Tasks...7 Assessment task 1...7 Examination(s)...9 Examination 1...9 Learning resources...10 Feedback to you...10 Assignment submission...10 Online submission...10 Required Resources...10 Other Information...16 Policies...16 Graduate Attributes Policy...16 Student Charter...16 Student services...16 Monash University Library...16 Moodle 2...17 Disability Liaison Unit...17
MKF5926 Integrated marketing communication - Semester 2, 2015 The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals. Mode of Delivery Caulfield (Off-campus) Caulfield (Evening) Workload requirements Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement. See also Unit timetable information Additional workload requirements. Unit Relationships Co-requisites MKX9160, MKF5916, MKX9550, MKX5955, MBA5906 or MBA9006 Prohibitions MKX9261 Chief Examiner(s) Professor Tracey Danaher (First semester) Dr Elizabeth Snuggs (Second semester) 1
MKF5926 Integrated marketing communication - Semester 2, 2015 Campus Lecturer(s) Caulfield Dr Elizabeth Snuggs Contact hours: By appointment Mr Paul Murphy Contact hours: By appointment 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 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. use a managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity 2. construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives 3. set a marketing communication budget and allocate resources to the communication elements within this budget 4. provide relevant input towards creative and media strategy 5. formulate management perspectives on marketing communication issues, present and discuss them. 3
Unit Schedule Week Activities Assessment 0 Read Unit Guide and reading list (available through the library). Buy the textbook. 1 Unit Introduction (objectives, resources, program). The role of marketing communication; Integrated marketing communication and it's components. Read BBKP CHAP 1 & 2 and articles through the reading list. 2 Value relationship to communicate, brands, branding & IMC; IMC planning. Readings: BBKP Chap 8 & 9, articles through the library reading list. 3 How communication works; communication theory overview, the communication process, models and objectives. Readings: BBKP Chap 5 & 10, articles through the library reading list. 4 Who to communicate to/with/for/between & What to communicate: Target markets & target audiences; Brand positioning. Readings: BBKP Chap 6; articles through the reading list. 5 What to communicate & How to communicate it: Creative strategy & execution. Readings: BBKP Chap 11, articles through the library reading list. 6 Where to communicate and how to communicate it: Creative strategy and execution, Readings: BBKP Chap 12, articles through the library reading list 7 Where to communicate: Media choices. Readings: articles through the reading list. 8 Deconstructing the IMC components: Advertising - the awareness builder; Sales Promotion - the activator. Readings: BBKP Chap 16, articles through the reading list. 9 Deconstructing the IMC components: Direct Marketing, Direct Response & Digital - the interactive experience. Readings: BBKP Chap 14, 3 & 4, articles through the reading list. 10 Deconstructing the IMC components: Public Relations, Sponsorship & Events - the credibility builder. Readings: BBKP Chap 15, articles through the reading list. 11 The broader communication environment: Global campaigns; Ethical perspectives. Readings: BBKP Chap 7, articles through the reading list. 12 How effective & efficient is communication: Measuring performance. Overview & Revision. Readings: BBKP Chap 13, articles through the reading list. SWOT VAC - Study for IMC Exam Examination period No formal assessment or activities are undertaken in week zero Must finalise group membership or inform CE Assessment Part 1: Proposal, due 11pm Friday via Moodle Assessment Part 2: Understanding the Brand, due 11pm Friday via Moodle Informal IMC plan work in progress update. Assessment Part 3: IMC Plan, due 11pm Friday via Moodle No formal assessment is undertaken SWOT VAC 4
Unit Schedule LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html Teaching Approach Assessment Summary Within semester assessment: 50% Examination: 50% Assessment Task Value Due Date Case Study - 3 stage IMC plan 50% As given below and in the unit schedule Examination 1 50% 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. 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. 5
Unit Schedule Exam viewing 1. Students wishing to view their examination script must submit a Sight Examination Script application form to the Department of Marketing office where the unit was completed. The details are available on the Sight Examination Script application form. 2. Students will be advised by telephone or email when the examination is ready for viewing (normally within 7 days but students will be notified if there is a delay). 3. The student will also be advised on where to view the examination script at an agreed time. http://www.buseco.monash.edu.au/mkt/student/exam-view/ Assessment criteria Assessment Criteria Grading Descriptors available at: http://www.policy.monash.edu/policy-bank/academic/education/assessment/ 6
Assessment Requirements Assessment Tasks Assessment task 1 Title: Case Study - 3 stage IMC plan Due date: As given below and in the unit schedule Details of task: Your purpose is to eventually develop an integrated marketing communication plan for your chosen brand but not until Assignment 3. There are three stages to this plan. This is the first, the proposal. You can choose to do one of the following brands (only) for the whole assessment: - Quickflix - Roominate - Southern Ocean Lodge on Kangaroo Island - Tom Car - Young Care (a not for profit organisation keeping young disabled people out of nursing homes for the elderly). - Your employer, with written permission (provided to your tutor). All internal communication must be suitably referenced. In order to undertake this assignment, you need to follow three stages, two in your group and one on your own: Part 1 - Proposal Value 0% Due: 11pm, Friday Week 3. One submission per group via Moodle. As a group, produce a written proposal from the group covering the names of the group members, category and brand selected, and the possible sources of information (list the publications, names of several articles, and general details of your proposed sources) you will use. Groups are to be of three to four students (only). If you do not have a group or your group does not have a minimum of three group members by the end of week two, you must inform the Chief Examiner. In these instances, you may be allocated a new group member or if you don't have a group, be placed in a group. Part 2 - Understanding the brand (approx 1000 words) Value 20% Due: 11pm Friday, Week Five. Individual Submission in PDF or Powerpoint format only (no photos/jpegs) via Moodle. As an individual, read Kapferer (2008/2012) Chapter 7 and Keller (2009) (available on 7
Assessment Requirements the library reading list linked to the course Moodle site): http://readinglists.lib.monash.edu/lists/992cd6d8-fdb9-8d09-3ae0-b416c28367be.html By yourself create either a Kapferer inspired brand identity prism or a Keller brand equity pyramid for your proposed brand and clearly explain each dimension of the brand. Part 3 - IMC Plan Value 30% Due: 11pm Friday, Week Ten. One submission per group via Moodle. IMC PLAN (approx 4000 words) As a group, write an integrated and optimised marketing communication plan for your brand. Your plan will begin with a communication situation analysis for your brand. Make sure in the situation analysis that you have selected issues that are appropriate for the category, brand and its communication. You will need to gather information that is relevant and to identify what information gaps there are and how you would plan to fill them. Make and state realistic assumptions, based on observation of the consumption patterns and/or customers. You should be able to obtain information from secondary sources such as ABS statistics and articles in the business press. In this assignment it is quite appropriate to make and state assumptions and you will get credit for doing so. Propose appropriate but brief marketing objectives in terms of market share/sales volume. Detail the target market/audience as well as thorough communication objectives. Outline roles for each of the marketing communication elements, their specific objectives and discuss their integration. You will need to include thepositioning statement when discussing the creative strategy. Outline a proposed media strategy including a media schedule. Recommend appropriate measures of the plan's effectiveness. Include an appropriate budget for the plan. Assessment Guidelines for the IMC Plan Assessment will be based on: - relevance of the Situation Analysis to communication planning; - appropriate use of theoretical insights to give coherence to the Analysis and Plan; - integration of the necessary elements of marketing communication to produce the maximum overall effectiveness; - appropriate business report format, with accurate typing, spelling and grammar and complete referencing following the Faculty Style as outlined in the Faculty Q Manual. In order to facilitate equity and equal treatment of all members of each group, all members will be required to submit an individual Group Evaluation Form (available on Moodle) in the class after the plan has been submitted. Each student will be required to state the extent of their own contribution to the assignment and their colleagues contribution. The lecturer may then determine that an individual has not contributed equally overall and accordingly award that individual a lower grading for the assignment than awarded to 8
Assessment Requirements others in the group or may moderate the final grade for all members of the group. Word limit: As given above Weighting/Value: 50% Estimated return date: Group and individual assignments will be returned via moodle, via email, in class or through reception Level 7, Building S during business hours. Learning objectives assessed: 1. Use a managerial framework for the planning, integrating, control and effectiveness evaluation of the marketing communication process for any branded identity; 2. Construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives; 3. Set a marketing communication budget and allocate resources to the communication elements within this budget; 4. Provide relevant input towards creative and media strategy. Submission details: All assignments must be submitted via Moodle. Penalties for late lodgement: All late assessment will attract a penalty of 10% of its mark for 24 hour period that it is late. Extensions cannot be granted on the day the assignment is due. Students are advised to back up their assignments in more than one place, as they are preparing it and to print out drafts as they go along. This means that if it is accidentally deleted in the final typing or the computer breaks down, a backup or earlier draft is available for submitting on time. Expect that something could go wrong when you are writing your assignment so start early in order that any emergencies can be met within the time limit. Plan your work schedule with problems in mind (and they probably won't happen!). Assessment coversheet: Work submitted for assignments Part 2 and Part 3 must be accompanied by a completed copy of the Faculty Assignment cover sheet signed by the student. In the case of a group assignment, each member of the group must complete a separate copy of the Assignment cover sheet with the assignment when it is submitted. Examination(s) Examination 1 Weighting: 50% 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 least 50% in the final summative assessment task. 9
Assessment Requirements 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: All failed assessments will be double marked. The timetable which provides full details of the examination schedule can be accessed through the my.monash portal. Learning resources Remember it is necessary to pass the exam in order to pass this unit. 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 Graded assignments without comments Other: Consolidated feedback on Blackboard Assignment submission 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. Required Resources Required text: Belch, G E, Belch, MA, Kerr, G, and Powell, I, (2014), Advertising: An integrated marketing communication perspective, Mc-Graw Hill Australia, North Ryde. Third Edition ISBN: 9781743078655 You should be reading the articles listed on the unit schedule (e.g., Keller (2009) before you come to each class). They can be easily accessed through the library reading list for this unit at: 10
Assessment Requirements http://readinglists.lib.monash.edu/lists/992cd6d8-fdb9-8d09-3ae0-b416c28367be.html Required academic journals & trade publications: You should also be reading articles from: Ad News, B&T, Marketing, Professional Marketing, Journal of Marketing Communications, Journal of Advertising, Journal of Advertising Research, International Journal of Integrated Marketing Communications, Journal of Product & Brand Management, International Journal of Advertising, Journal of Brand Management etc. Required activities: - Make time in your studies to expose yourself to a wide range of communication activities to sensitise you to the issues which contextualise the management of communication. You are recommended to: - Surf on-line looking at websites, ads, media releases, blogs, webinars and podcasts; - Watch some commercial television each week; listen to commercial radio at breakfast and drive time once a week; - Collect catalogues, brochures & addressed mail delivered to your home or office; take off the 'no junk mail' sign! can critically the advertising in newspapers and magazines regularly; consider the target audience, the marketer and the creatives who brought it to life; - Go shopping (window, on-line or actual) and reflect on your, your family's and friends' behaviour. Essential Reading: TEXTBOOK: Belch, George E., Belch, Michael A., Kerr, Gayle F., & Powell, Irene (2014) Advertising : an integrated marketing communication perspective. McGraw-Hill Education, North Ryde, N.S.W. Referred to as BBKP in the reading list. Week 1 Textbook (BBKP): Chapters 1 & 2 Case: Tourism Queensland The Best Job in the World. Kliatchko, J. (2008), Revisiting the IMC construct, International Journal of Advertising, Vol. 27 Issue 1, pp.133-160. 11
Assessment Requirements Kitchen, P.J., Kim, I. & Schultz, D.E. (2008), Integrating Marketing Communications: Practice Leads Theory, Journal of Advertising Research, Dec, pp. 531-546. Week 2 Textbook (BBKP): Chapters 8 & 9 Case: Johnnie Walker From whisky producer to global icon: the story of 'Keep Walking'. Kapferer, J. (2008), 'Brand identity and positioning' in, The new strategic brand management : creating and sustaining brand equity long term, 4th edn, Kogan Page, Philadelphia, Chapter 7, pp. 171-199. Keller, KL. (2009), Building strong brands in a modern marketing communications environment, Journal of Marketing Communications, vol.15, no. 2/3, April-July, pp. 139-155. Week 3 Textbook (BBKP): Chapters 5 & 10 Case: Thredbo: A local campaign to weather the worst snow season of all time. Roberts, K., Wong E., Stein, D. (2011), Feelings, nothing more than feelings: Lessons for emotion based communication, Australian Market & Social Research Society National Conference 2011, pp. 1-31. Wood, O. (2012), How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model, Journal of Advertising Research, Mar 2012, Vol. 52 Issue 1, pp. 31-39. Week 4 Textbook (BBKP): Chapter 6 Case: Optus Tape Recorder 12
Assessment Requirements Article: Ewing, M.T., Wagstaff, P.E. & Powell, I.H. (2013), 'Brand rivalry and community conflict', Journal of Business Research, Volume 66, Issue 1, January, pp. 4 12. Week 5 Textbook (BBKP): Chapter 11 Case: Telstra Big Pond: How a leader delivered outstanding results by out-thinking the challengers. Puntoni, S. Schroeder, JE. & Ritson, M. (2010), Meaning matters, Journal of Advertising, vol. 39, no. 2 (Summer), pp. 51-64. Twose, D. & Jones, PW. (2011), Creative effectiveness, Admap, November, pp. 1-7. Week 6 Textbook (BBKP): Chapter 12 Case: Motorola ME511 Monetize the power of social media. Article: Danaher, PJ. & Rossiter, JR. (2011), Comparing perceptions of marketing communication channels, European Journal of Marketing, vol.45, no. 1/2, pp. 6-42. Week 7 Textbook (BBKP): Chapter 10 &12 (review again) (No case) Edelman D. & Salsberg B. (2010), Beyond paid media; Marketing s new vocabulary, McKinsey Quarterly, November, pp. 1-8. 13
Assessment Requirements West, D. & Crouch, G., (2007), Advertising Budgeting Practices in Australia and New Zealand, Australasian Marketing Journal, vol. 15, no. 3, pp. 21-34. Week 8 Textbook (BBKP): Chapter 16 (No case) Yi, Y. and Yoo, J., (2011) The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions, Psychology & Marketing, Volume 28, Issue 9, pages 879 896. Burkhalter J.N., & Thornton, C. G., (2012) Advertising to the beat: An analysis of brand placements in hip-hop music videos, Journal of Marketing Communications, 2012, August, pp.1-17. Week 9 Textbook (BBKP): Chapter 14, 3 & 4 Cases: Bliss: A Social Media Success Story AND CNS, Inc.: Back in the Sack Campaign Zahay, D. Mason, CH. and Schibrowsky, JA. (2009). The present and future of IMC and database marketing, International Journal of Integrated Marketing Communications, Fall, pp. 13-30. Week 10 Textbook (BBKP): Chapter 15 Case: Dove Beauty has no age limit Cauberghe, V. & De Pelsmacker, P. (2010). Advergames: The impact of brand prominence and game repetition on brand responses, Journal of Advertising, vol. 39. No. 1, pp. 5-18. Micu, A.C., & Thorson, E., (2008), Leveraging news and advertising to introduce new brands on the 14
Assessment Requirements web, Journal of Interactive Advertising, Vol. 9 No. 1, pp. 33-56. Week 11 Textbook (BBKP): Chapter 7 Skins: Skinning the Competition Roy, A. & Chattopadhyay, S.P., (2010), Stealth marketing as a strategy, Business Horizons, Vol 53,Issue 1, pp. 69-79. Australian Association of National Advertisers, AANA Code of Ethics, January 2012. pp. 1-4. Week 12 Textbook (BBKP): Chapter 13 Case: National Illicit Drugs Campaign: Encouraging Parents to their Kids about Drugs. Ewing, MT. (2009), Integrated marketing communication measurement and evaluation, Journal of Marketing Communications, vol 15, no.2, pp. 103-117. Schultz, D. (2011), IMC measurement: the challenges of an interactive marketplace, International Journal of Integrated Marketing Communications, Spring, pp. 7-24. 15
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 You can also access important information from the Faculty of Business and Economics current students page http://www.buseco.monash.edu.au/student/ Caulfield and Clayton students wishing to further develop English language skills in a fun group environment can join a Conversational English Program. You can access these programs at http://www.monash.edu/students/conversational-english/ 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. 16
Other 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. 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. 17