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MKTG3112
Marketing Communications

1. Introduction

MKTG3112 Marketing Communications is a 3000-level elective unit of study in the Marketing major. In this unit, students are exposed to an overview of current theory and practice in Marketing Communications. Aspects of advertising in the main media (television, radio, print, outdoor and cinema), sales promotion, personal selling, and new media such as the Internet will be discussed. Students not only gain a theoretical foundation of the unit, but they also learn to apply these concepts strategically as they develop an integrated Marketing Communications plan. 

Prerequisites: MKTG1001 Marketing Principles

2. Difficulty

Difficulty: Low

 

The content is straight-forward and easy to understand in comparison to other units. Students should be quite familiar with the concepts involved since they are surrounded by real-world examples of Marketing Communications in everyday life. The assignment is not too difficult if students can apply their understanding of lecture content to develop a good Marketing Communications strategy. Using the correct industry terms and keeping up with lectures will benefit performance in this unit.

3. Workload

The workload for this unit is relatively low aside from the main group project. Weekly quizzes are easy to complete as they allow multiple attempts, and the mid-semester assignment is similar to tutorial activities. The group assignment requires some more prep work and research, particularly at the beginning so that groups can brainstorm before coming to a final decision on their approach. Overall, the work required for this unit is reasonable.

4. Textbooks/Readings

Mandatory text - students are strongly recommended to purchase this newly updated textbook:

Belch, G.E., and Belch, M.A. (2021), Advertising and Promotion: An Integrated Marketing Communications Perspective 12th Edition

5. Assessment Breakdown
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  • Participation and Engagement (13%): Active engagement with course content and tutorial exercises. Quizzes assessing knowledge of the course content for the week may also be done. 

  • Research Participation (2%): Either participation in a research study OR submission of a research paper review.

  • First Individual Assignment (20%): A written task in which students are assigned a company, and undertake a Situation and Marketing Communications Analysis. Students must identify a communication challenge or issue for the brand and include a critique of an Integrated Marketing Communications campaign. 

  • Group Presentation (15%): Based on the First Individual Assignment, teams develop a persuasive presentation for their brand’s Integrated Marketing Communications plan. 

  • Group Written Report (20%): Building on the Group Presentation, students develop an Integrated Marketing Communications plan for their assigned company. The communications plan should address the challenge(s)/issue(s) identified by the team.

  • Final Individual Assignment (30%): Students individually critique their team’s communication and creative strategy during the group project, then propose an alternative approach and how effectiveness would be evaluated. Reflection on learnings from the unit must also be included. 

Please note that assessments may vary across semesters. This information was sourced from the Unit of Study Outline for Semester 2 of 2021, and may be out of date. For the most up-to-date information, refer to the Unit of Study Outline for the semester and year relevant to your studies.

6. Unit Highlights
  • Working collaboratively with others to watch advertisements and review them, offering new perspectives.

  • Working on creative ideas for a start-up company.

  • Developing an integrated Marketing Communications strategy that your group is passionate about - allows for creative freedom and involves market research, so this unit is great for those who enjoy creativity and the use of insights.

7. Skills Learnt
  • Strategic thinking - particularly in regards to how campaigns are executed and what is involved in them

  • Market research

  • Creative thinking

  • Advertising techniques

  • Presentation skills