Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Important note about enrolment in this unit:

This unit is delivered in both internal and external modes. The external offering of this unit is only available to domestic students admitted to the BS16 Master of Business (Public Relations - external), BS39 Graduate Certificate in Business (Public Relations, Marketing or Integrated Marketing Communication - external).

This unit represents a new direction in marketing communication. It is one of a few in Australia that strive to present the theoretical constructs, the academic insights and the industry experience with the new discipline of IMC. It offers management alternative ways of thinking about marketing communication and demonstrates how the concept of integration is organisation-wide.

Aims

To enable learners the opportunity to evaluate alternative ways of thinking about marketing communication and also demonstrate how the concept of integration is organisation-wide.

Objectives

Course Learning Goals (Postgraduate)

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 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
In this unit, students will:

1. Identify the major theoretical issues associated with the emergence of IMC.
2. Be able to research, plan and formulate a strategic approach for an IMC campaign.
3. Understand the strengths and weaknesses of the disciplines of IMC and how they can contribute to the process of IMC planning.
4. Participate in the academic debate associated with this exciting new discipline.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

This unit takes a three-tiered approach to content development. It begins by building a strong platform of IMC theory, clearly distinguishing it as a new discipline. Once the discipline is defined and understood, students learn how to plan and develop an IMC campaign in the second tier. Finally, students explore the various marketing communication tools and consider the ethical implications and on-going development of the discipline of IMC.

Approaches to Teaching and Learning

Lectures and related in-class group and online discussions will be utilised to promote student learning; foster creativity; and encourage critical inquiry, intellectual debate and commitment to professionalism, social responsibility and ethical practice.

Assessment

Students please note: Assessment in this unit is offered in internal and external modes based on your course attendance mode.Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Mid Semester Exam
Description: The exam will consist of multiple choice questions and cover the work from weeks 1-6.
Length/Duration: 2 hours
Formative or Summative:: Formative and Summative
Relates to objectives: Unit objectives: 2, 3 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 20%
Internal or external: Both
Group or individual: Individual
Due date: Week 8

Assessment name: IMC Strategy Development
Description: Working individually, students will be required to follow an established strategy format. Using research and applying IMC theory, students will develop an IMC strategy for a client.
Length/Duration: 2,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 2 & 3 and AOL goals: KS (1.1), (1.2), CTA ( 2.1), PC (3.1), SEU (5.1)
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Week 12

Assessment name: Final Exam
Description: The exam will consist of essay and multiple choice questions involving the application of IMC theoretical knowledge and campaign development skills covering the entire semester.
Length/Duration: 2 hours & 10 minutes perusal.
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2), CTA (2.1), SEU (5.1)
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Central Exam Period

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

Prescribed Text
Belch, Belch, Kerr & Powell (2012). Advertising: An Integrated Marketing Communication Perspective (2nd ed.). McGraw-Hill Australia Pty Ltd.

The text has been selected because:

• it is on the cutting edge of the emerging discipline of IMC;


• the writer has contributed much to the body of knowledge and this new area;


• the text is easy to read and clearly explains the basic philosophy and practice of IMC;


• it provides practical guidelines in formulating IMC strategy and developing plans; and


• it is essential reading for all communicators.

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: 27-Feb-2013