Units
Integrated Marketing Communication
Unit code: AMB202
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
In past decades many organisations separated the different forms of marketing communication that convey their corporate and marketing messages. They developed separate plans for their advertising, public relations, direct marketing, personal selling and sales promotion with separate goals, objectives, strategies and budgets. Today many companies recognise the concept of integrated marketing communication which integrates these different functions along with other aspects of the marketing mix that communicate with stakeholders and customers. Integrated marketing communication requires a 'total' approach to planning marketing communication programs and coordinating communication strategies in support of overall brand and product/service marketing objectives.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
This unit gives learners an insight into an important growth area in marketing communication and a new employment field for graduates. It traces the development of IMC, while introducing the important areas of databases and branding. It provides a theoretical framework, and relates it to traditional promotional concepts and marketing strategy. It is at this point of the course as it links beginner management and communication concepts with strategy.
Aims
The overall aim of this unit is to provide students with an introduction to the integrated marketing communication discipline and its origins and equip them with the knowledge and skills to evaluate IMC campaigns and develop their own strategic solutions.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
To equip learners with an understanding of the strategy and skills of IMC. In particular:
1. To explore and apply the concept of IMC and define how it changes marketing communication planning and strategy.
2. To comprehend IMC theory and build a knowledge of IMC processes and models.
3. To critically evaluate and formulate IMC campaigns.
4. To understand the strengths and weaknesses of IC mediums and the synergy inherent in their integrated use.
5. To encourage reflective thinking about the way marketers communicate with planned and unplanned messages.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
The major topics to be covered within this unit revolve around the key concepts of IMC which include a major focus on branding, public relations, stakeholders and databases. The specific skills to be acquired include understanding how IMC links target publics with market segments, and encouraging reflective thinking about the way marketers communicate with their audiences.
Approaches to Teaching and Learning
The unit produces a range of strategies to foster critical enquiry and intellectual debate in the new discipline of Integrated Marketing Communication. Through the framing of strategic issues and the application of conceptual thinking and practical skills in both seminar presentations and project work, learners develop professionalism and a commitment to social responsibility and ethical practice in the marketing communications area. From a theoretical perspective, learners are encouraged to challenge the evolving theory base in this new and exciting discipline.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Assignments will normally be returned with written feedback 2 weeks after the due date (excluding public holidays and semester breaks). Any concerns regarding grades should be taken up with the marker.
Assessment name:
Mid Semester Exam
Description:
Multiple choice and essay questions
Length/Duration: 1.5 hours
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5 and AOL goals: KS (1.1), CTA (2.1)
Weight:
35%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 6 in lecture
Assessment name:
Hot Topic Presentation
Description:
You are to become a subject area expert on a HOT topic/aspect of IMC. You will find a (2013) current newspaper, online news article or B&T article and revolve IMC discussion around it. A list of possible concepts are discussed in your weekly lecture and tutorials.Conducted in pairs but individual marks.
Length/Duration: 6.40 minute presentation
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5 and AOL: PC (3.2), TW (4.1)
Weight:
25%
Internal or external:
Internal
Group or individual:
Group
Due date:
Weeks 7 - 11
Assessment name:
IMC Strategy Document & Poster
Description:
Your group is to review and strategically evaluate a current client based on their needs and objectives. A detailed overview of requirements for this assessment item will be distributed in your tutorials and be on the Blackboard site. The client/s will be briefing you early in the semester.
Length/Duration: 1,000 words (10% and does not include appendices or tables)
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 2, 3, 4, 5 and AOL: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Required Texts
Chitty, Barker, Valos & Shimp. (2012). Integrated Marketing Communications, 3rd Asia Pacific edition. Cengage Learning.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 08-Feb-2013
