Units
Readings in Integrated Marketing Communication
Unit code: AMN404
Contact hours: Supervision only, Lecture in Week 1
Credit points: 12
Information about fees and unit costs
The unit provides participants with the opportunity to make a detailed exploration of the literature on a particular topic or problem in the area of Integrated Marketing Communication under the direction of a supervisor. The readings integrate and consolidate theory and research related to IMC and from other studies undertaken in the course. Students undertake a formal and systematic review of literature in a particular problem area of IMC related to their interests, project or thesis. Students may also explore work covered in other specialisations.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
| 2013 Summer | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
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).
In order to build understanding of theory and research in the disciplines of Integrated Marketing Communication, Advertising, Marketing, Public Relations and International Business learners require a unit that provides for extended and systematic reading in academic and professional journals.
For Honours and Postgraduate research students, this unit facilitates learning the process of critically reviewing relevant literature for their proposed research topic.
Aims
To develop understanding and analytical skills related to the formal review of academic and professional journal literature of Integrated Marketing Communication, Advertising, Marketing, Public Relations and International Business or other related field as agreed with the supervisor.
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
At the completion of the unit, students will have achieved the capacity to:
1. Develop a proposal that succinctly outlines the rationale for a literature review related to an appropriate managerial problem.
2. Write a comprehensive literature review, in appropriate academic style, which summarises the current state of knowledge, in a field related to a managerial problem, and identifies relevant research gaps.
3. Develop a logical concluding research question from the literature review that could underpin a research project design.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Students undertake a formal and systematic review of literature in a particular problem area of IMC or other discipline related to their interests, project or thesis.
Approaches to Teaching and Learning
Students prepare:
A table summarising key literature.
A final paper based developed from the two earlier pieces of work.
Students will be encouraged to use a full range of research tools from books, journals and internet resources as well as Government and industry reports where appropriate. Students will be required to document the systematic and comprehensive nature of their literature review. Meetings with the supervisor will take place as necessary to complete this schedule of work.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
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:
Proposal
Description:
Managerial problem, issue or opportunity Statement and Proposal for the Literature Review Report. The purpose of the proposal is to succinctly outline the background to and rationale for a literature review that is linked to the identified real world managerial problem, issue or opportunity in IMC, marketing, advertising, public relations, international business or related field.
Length: 500 words
Formative or Summative: Formative
Relates to objectives:
Unit objectives: 1 and AOL goals: KS (1.1), (1.2), PC (3.1)
Weight:
20%
Internal or external:
Both
Group or individual:
Individual
Due date:
Week 3
Assessment name:
Literature Table
Description:
Restates or refines the managerial problem, issue or opportunity identified in the proposal and succinctly summarise the key extant literature in the relevant field in table form.
Length 1,000 words
Formative or Summative: Formative
Relates to objectives:
Unit objectives: 2 and AOL goals:KS (1.1), (1.2)
Weight:
20%
Internal or external:
Both
Group or individual:
Individual
Due date:
Week 10
Assessment name:
Literature Review
Description:
Students are required to develop an academic literature review. This review will summarises the extent of knowledge in a particular field, and in doing so identifies a major gap in knowledge that requires research attention. This review will address the real world managerial problem, issue or opportunity in IMC, marketing, advertising, public relations, international business or related field that was refined in the two previous pieces of assessment.
Length: 3,000 words
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 2, 3 and AOL goals: KS (1.1), (1.2), PC (3.1)
Weight:
60%
Internal or external:
Both
Group or individual:
Individual
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
Resources will be introduced in the lectures.
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: 17-Jan-2013
