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

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, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.

IMC is a key component of marketing strategy and management; therefore, its management is critical to the success of brands. The case approach to IMC decisions provides learners the opportunity to develop the critical analysis and problem solving skills that are essential to successful implementation of IMC.

Aims

To enable learners to develop the critical analysis and problem solving skills that are essential to successful implementation of IMC.

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 completion of this unit, students will:
1. Develop an understanding of the issues and opportunities related to the management of the promotional mix from an integrated marketing communication perspective.
2. Develop an understanding of promotional strategy in the context of managerial, decision-making related to IMC.
3. Develop an understanding of the role of IMC in creating and sustaining a competitive advantage for brands.
4. Refine conceptual and analytical skills for assessing promotional management, marketing strategy and management, and IMC strategies.

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 provides students with the opportunity to explore a range of topics related to the integration of the elements of the promotional mix - advertising personal selling, reseller support, publicity, direct marketing and sales promotion. Through the use of intensive case study analysis and discussion students will define conceptual understanding and analytical skills to explore extensive IMC topics.

Approaches to Teaching and Learning

Teaching and learning strategies for this unit focus on:

• analysis of case studies related to issues and opportunities within IMC;


• analysis of concepts, theories and practices of IMC; and


• application of concepts, theories, and practices to a case writing opportunity.

Case studies focus on such areas as: relationship of marketing strategy and management to IMC; determining the role of alternative IMC tools; setting and evaluating IMC objectives; determining the optimal level of IMC financial investment; message strategy and tactics; message delivery systems; measurement of IMC effects; and working effectively with IMC facilitating agencies. This unit embraces all sectors of the economy and examines IMC in local, regional, and international settings. The unit emphasises the application of IMC theory and research to the solving of IMC and related marketing challenges.

Assessment

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: IMC Management Portfolio
Description: Collect 1-3 observations about each of the IMC management decision areas discussed in the unit; comment on each observation, noting challenges, opportunities, adherence or deviations from IMC concepts and principles, etc..
Length/Duration: Approximately 250 words/per portfolio item
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1)
Weight: 30%
Internal or external: Both
Group or individual: Individual
Due date: Week 7

Assessment name: Written Case & Learning Note
Description: Requires the preparation of a case study which presents an IMC problem or opportunity. Also requires the preparation of a teaching and learning note which solves the case problem.
Length/Duration: 2,500 words
Formative or Summative: Summative
Relates to objectives: Unit objectives: 3, 4 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 50%
Internal or external: Both
Group or individual: Group
Due date: Week 13

Assessment name: Written Case Study Analysis
Description: Using the outline for case analysis in Learning and Growing with Cases, prepare a written analysis of one of the seven cases assigned for discussion in class.
Length/Duration: 500 - 1,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1), (3.2), SEU (5.1)
Weight: 20%
Internal or external: Both
Group or individual: Individual
Due date: As assigned

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
There is no set text for this unit; however, it is strongly recommended that learners acquire one of the basic texts in IMC.

Recommended Text
Belch, Belch, Kerr & Powell (2012). Advertising: An Integrated Marketing Communication Perspective (2nd ed). McGraw-Hill Australia Pty Ltd.
Duncan, T. (2005). Principles of Advertising and IMC (2nd edn.). McGraw-Hill, New York.
Gronstedt, A. & Siracuse, L. (eds) (1998) The ABC's of IMC: Building Blocks for Integrated Marketing Communications. Advertising Research Foundation, New York, New York.
Schultz, D. E., Tannenbaum, S. & Lauterborn, R. (1993) Integrated Marketing Communications. NTC Business Books, Chicago, Illinois.
Semenik, R. J., (2002) Promotion and Integrated Marketing Communications. South-Western/Thompson Learning, Cincinnati, Ohio.
Shimp, T. A., (2003) (6th edn.). South-Western/Thompson Learning, Mason, Ohio.

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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