Marketing Communication Strategy (11099.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| On-Campus
|| Bruce, Canberra
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|School Of Arts And Communications||Level 2 - Undergraduate Intermediate Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesAfter successful completion of this unit, students will be able to:
1. Identify and explain in-depth the types of research and information gathering techniques that are undertaken in marketing communication campaigns; and
2. Deconstruct a client brief and construct an effective creative brief to direct the marketing communication team¿s strategic direction.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
Prerequisites11096 Foundations of Marketing Communication and 11097 Managing Brands.
Equivalent units9484 Advertising Strategy Development.
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2023||Bruce, Canberra||Semester 1||06 February 2023||On-Campus||Mrs Shara Ranasinghe|
|2024||Bruce, Canberra||Semester 1||05 February 2024||On-Campus||Mrs Shara Ranasinghe|
There is no prescribed textbook for this unit. All readings are made available in Canvas.
Highly Recommended Readings (not compulsory)
Drewniany & Jewler (2014). Creative Strategy in Advertising (11th Edition). WADSWORTH, Cengage Learning.
Hackley C. & Hackley, R. A. (2015). Advertising & Promotion (3rd Edition). SAGE.
Kelly, D. L. & Jugebheimer, W. D. (2015). Advertising Account Planning – Planning and Managing an IMC Campaign (3rd Edition), M. E. Sharpe, Inc. (Taylor & Francis Group).
Percy, L. & Rosenbaum-Elliott, R. (2009). Strategic Advertising Management (fourth edition), OXFORD University Press.
Parente, D. E. & Strausbaugh-Hutchinson, K. L. (2015). Advertising Campaign Strategy – A guide to Marketing Communication Plans (5thedition), Cengage Learning, Australia.
Rossiter, J. R., Percy, L. & Bergkvist, L. (2018). Marketing Communications - Objectives, Strategy, Tactics, Sage Publishing.
Sharp, B. (2010) How Brands Grow. OUP Australia & New Zealand.
Other Good Readings
Altstiel, T. & Grow, J. (2017). Advertising Creative – Strategy, Copy, Design (4th Edition).SAGE.
Burt, S, and Davies, K. (2010). From the retail brand to the retail-er as a brand: themes and issues in retail branding research. International Journal of Retail and Distribution Management, 38 865-878
Casmir, J. (2010). The Gruen Transfer. ABC Books.
Chitty, W., Barker, N., Valos, Michael and Shimp, T.A (2012) Integrated Marketing Communication. 3rd Asia Pacific Edition. South Melbourne: Cengage
Fill, C, Hughes, G and De Francesco, Scott. (2013). Advertising. Strategy, creativity and media. New York: Pearson.
Moriarty, Mitchell, Wells, Crawford, Brennan, Spence-Stone (2015). Advertising – principles and practice (3rd edition), Pearson, Australia.
Smith, P. R. & Zook, Z. E. (2016). Marketing Communications – Offline and Online Integration, Engagement and Analytics (6th edition). KoganPage.
The One Show
www.warc.com - access through UC Library Database
Submission of assessment items
Special assessment requirements
All assessments need to be attempted to pass the unit.
Please note this means you need to 'attempt' all assessments. There is no requirement to pass all assessments. If the unit total is above 50% after attempting all assessments, you have passed the unit.
However, if your total for the unit is 55%, by attempting only two assessments, you will not be eligible to pass the unit.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Contribution and punctual appearance for tutorials will contribute to a deeper understanding of the unit content and assignment success. It may be difficult to succeed in this unit if there is a lack of engagement.
Required IT skills
Students are expected to be able to access materials on the unit's Canvas site, and competency in PC based MS operating systems is expected (PowerPoint, Word).
Work placement, internships or practicums
It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit enrolment details via MyUC before the end of Week 1.
Moderation of each assessment and the final results are practised to ensure maintenance and uniformity of consistent standards.
The Unit Convenor reserves the right to vary the lecture and tutorial schedule if another important work matter arises. Notice of such variation will be made through the Canvas announcement.
Suppose there is any doubt about the requirements of any particular assignment or assessment procedure. In that case, the onus of clarification rests with the student who should contact the convener about the matter. Students have a responsibility to:
- read, understand and respect the rules set for this unit;
- familiarise themselves with the conventions of referencing in their discipline, and avoid all acts which could be considered plagiarism. Refer to the Academic Skills Centre for more information.
Provision of information
Announcements made at lectures are deemed to be made to the whole group and will be recorded in that lecture. Recorded lectures will be available on the Canvas site of this unit.