Principles of Marketing Communication (9496.2)

Please note these are the 2017 details for this unit
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Principles of Marketing Communication
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
Discipline Of Communication And Media Level 1 - Undergraduate Introductory 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)
Advertising in the 21st century is both a dynamic profession and a key tool in the broader practice of marketing communication. In order to understand the role and purpose of advertising, students are introduced to the multidisciplinary study of marketing communication.

The basic principles of advertising are outlined and then placed within the context of the other marketing communication tools; public relations, sponsorship, personal selling, sales promotions, and interactive and internet marketing communication.

This focus is considered within the broader context of markets, audiences, publics, and cultures, as well as theories of communication and persuasion. To facilitate learning, discussion of theory is fully supported by marketing communication examples.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Define advertising and outline its basic principles;

2. Describe the key principles underpinning marketing communication;
3. Explain the advertising role within the broader context of marketing communication;
4. Identify the key marketing communication tools and their relationship to advertising;
5. Articulate the basic context within which marketing communication is located, including markets, audiences, publics, and cultures; industry sectors; as well as theories of communication and persuasion; and
6. Demonstrate basic proficiencies in written and oral communication skills.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
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

None

Corequisites

None.

Incompatible units

Restrictions: This unit is not open to students who have passed 8122 Introduction to Professional Communication OR 9121 Principles of Marketing Communication.

Equivalent units

8122 Introduction to Professional Communication AND 9121 Principles of Marketing Communication.

Assumed knowledge

NONE
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Text Book

Chitty, B. Luck, E. Barker, N. Sassenberg, A., Shimp, T. & Andrews, J.C. (2017) Integrated Marketing Communication, 5th Asia-Pacific Edition Australia: Cengage

 

Other readings (Seminal Work)

  1. Arens, W. F., Schaefer, D. H. & Weigold, M. (2009). Essentials of Contemporary Advertising – Second edition. McGraw-Hill Irwin, New York.
  2. Blakeman, R. (2014). NonTraditional Media in Marketing and Advertising. Sage.
  3. Casimir, J. (2010). The Gruen Transfer. The ABC Books, Australia.
  4. Clow, K & Baach, D. (2007). Integrated Advertising, Promotion and Marketing Communication. New Jersey: Prentice Hall
  5. Eagle, L., Dahl, S., Czarnecka, B. & Lloyd, J. (2015). Marketing Communication. Routledge.
  6. Fill, C. (2009). Involvement theory in Marketing Communication: Interactivity, Communities and Context (5th edition).  Prentice Hall.
  7. Johnson, L. D. (2010). Customer engagement is the new marketing, Journal of Advertising Research. 50(2), 1-3.  
  8. Kliatchko, J. (2008)  Revisiting the IMC construct: a revised definition and four pillars.International Journal of Advertising, 27(1).
  9. Smith, P. R. & Zook, Z. E. (2016), Marketing Communication (6th Edition), Kogan Page Limited.

Advertising – Marketing Communication Industry Association websites:

  1. Australian Association of National Advertisers (AANA) http://www.aana.com.au/
  2. The Communications Council (formerly AFA) http://www.afa.org.au/
  3. Media Federation of Australia http://mediafederation.org.au/
  4. International Advertising Association (IAA) http://www.iaaglobal.org/
  5. American Advertising Federation (AAF) http://www.aaf.org/
  6. American Academy of Advertising (AAA) http://www.aaasite.org/
  7. American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
  8. Association of National Advertisers (ANA) http://www.ana.net/
  9. Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
  10. Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
  11. World Federation of Advertisers (WFA) http://www.wfanet.org/

Periodicals

  1. Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
  2. Admap - UC Library Individual Holdings, or go to WARC.com at  http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
  3. AdWeek www.adweek.com
  4. BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
  5. Campaign Brief - UC Library Individual Holdings
  6. Campaign (London) UC Library Individual Holdings, or via http://www.canberra.edu.au/library/research-gateway/e-journals
  7. Harvard Business Review – UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  8. The Journal of Marketing - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  9. The Journal of Advertising - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  10. The Journal of Advertising Research - UC Library via  http://www.canberra.edu.au/library/research-gateway/e-journals

 

Participation requirements

None

Required IT skills

Students are expected to be able to access materials on the unit's Canvas page, and competency in PC based MS operating systems is expected. 

Work placement, internships or practicums

None

Additional information

Enrolment

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 2.

Moderation

Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.

Schedule

The Unit Convenor reserves the right to vary the lecture and tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Canvas announcement.

Referencing requirements

The standard practice of using referencing systems such as Harvard or the American Psychological Association (APA – 5th or 6th edition) Style Manual is preferred. The UC referencing guide is uploaded for your reference in ‘the hub' of your Canvas site.

Use of Email

Your lecturer will only email to your UC student email account and not to your personal email. We encourage students to regularly check their student emails and to use their given student email to contact the unit staff. You are guaranteed to get a quicker response by using your student email.  

Student responsibility

If there is any doubt on the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the convenor about the matter. Students have a responsibility to:

  • Read, understand and respect the rules concerning plagiarism;
  • Familiarise themselves with the conventions of referencing in their discipline; and
  • avoid all acts, which could be considered plagiarism. 

Provision of information

Announcements made at lectures are deemed to be made to the whole group.