Marketing Communication Strategy (11099.1)
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | On-campus |
Bruce, Canberra |
EFTSL | Credit points | Faculty |
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 outcomes
After 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 attributes
1. UC graduates are professional - communicate effectively1. 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
Prerequisites
11096 Foundations of Marketing Communication and 11097 Managing Brands.Corequisites
None.Incompatible units
None.Equivalent units
9484 Advertising Strategy Development.Assumed knowledge
None.Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
---|---|---|---|---|---|
2025 | Bruce, Canberra | Semester 1 | 03 February 2025 | On-campus | Mrs Shara Ranasinghe |
Required texts
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).
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.
Casmir, J. (2010). The Gruen Transfer. ABC Books.
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.
Periodicals:
Advertising Age
AdNews
Adweek
Australian Creative
B&T Weekly
Campaign Brief
Campaign UK
D&AD Annuals
Shots Magazine
The One Show
Websites:
www.dandad.org/education/student-awards/
www.warc.com - access through UC Library Database
Submission of assessment items
Extensions & Late submissions
Artificial intelligence
Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions for this unit.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:
- the Unit Convener has authorised GenAI use for that assessment
- the student uses GenAI in the way that the assessment instructions allow
- the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.
Further details are available in Canvas Assignments.
Special assessment requirements
If a student has not been consistent with assessment 1 engagement (from weeks 2 - 7), the convener will not allocate the student to a group to complete assessment 3 without a one-on-one consultation.
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
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
None
- Semester 1, 2025, On-campus, UC - Canberra, Bruce (223941)
- Semester 1, 2024, On-campus, UC - Canberra, Bruce (217431)
- Semester 1, 2023, On-campus, UC - Canberra, Bruce (211907)
- Semester 1, 2022, On-campus, UC - Canberra, Bruce (206469)
- Semester 1, 2021, On-campus, UC - Canberra, Bruce (199223)
- Semester 1, 2020, On-campus, UC - Canberra, Bruce (193947)
- Semester 1, 2019, On-campus, UC - Canberra, Bruce (184422)