General Information
One of the primary challenges of marketing is understanding how to engage potential customers. Increasingly, customers distribute their media use across many media and marketers choose communication media from an ever-expanding range of possibilities. Thus, a critical question for communication strategy in the 21st century is how to create an integrated communications strategy that takes advantage of media strengths and maintains cost effectiveness. Effective market communication relies on orchestrating a variety of communications tools (advertising, sales promotions, direct marketing, PR and publicity, word of mouth etc.) and media (digital and social media, TV, radio, print, etc.) to achieve desired outcomes for brands. This subject emphasises customer media behaviour, the application of communication tools and cross-media effectiveness.
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Details
Academic unit: Bond Business School Subject code: MKTG71-604 Subject title: Communication Strategies Subject level: Postgraduate Semester/Year: January 2019 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 36) - Seminar
- Personal Study Hours: x12 (Total hours: 84) - Recommended study time & reviewing materials
Attendance and learning activities: You are expected to attend all sessions and attendance will be monitored. While there is not a specific mark for attendance, you will find that most sessions build on the work of previous sessions. It may be difficult to fully understand subsequent material if you miss a session -
Resources
Prescribed resources: Books
- Belch & Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 11th, McGraw Hill
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Academic unit: | Bond Business School |
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Subject code: | MKTG71-604 |
Subject title: | Communication Strategies |
Subject level: | Postgraduate |
Semester/Year: | January 2019 |
Credit points: | 10.000 |
Timetable: | https://bond.edu.au/timetable |
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Delivery mode: | Standard |
Workload items: |
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Attendance and learning activities: | You are expected to attend all sessions and attendance will be monitored. While there is not a specific mark for attendance, you will find that most sessions build on the work of previous sessions. It may be difficult to fully understand subsequent material if you miss a session |
Prescribed resources: | Books
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iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
Requisites: |
Nil |
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Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Apply integrated marketing communications (IMC) tools and concepts to evaluate current marketing communications strategies or recommend new marketing communications strategies.
- Demonstrate the ability to work effectively with others to design an Integrated Marketing Communications (IMC) campaign strategy.
- Demonstrate the ability to produce a written report that communicates ideas clearly and cogently using a professional style and format.
- Demonstrate the ability to present a concise and engaging professional presentation that persuades the audience to endorse the recommended course of action.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Paper-based Examination (Closed) Final examination 35.00% Final Examination Period 1 Paper-based Examination (Closed) Mid-semester examination 25.00% Week 6 (Mid-Semester Examination Period) 1 Essay Critically analyse a journal article related to marketing communications. 10.00% Week 9 1 Presentation§ IMC Pitch Presentation 10.00% Week 12 1,2,4 Project§ IMC Report: Assess a selected brand’s existing IMC strategy and develop a new IMC strategy. 20.00% Week 12 1,2,3 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Type | Task | % | Timing* | Outcomes assessed |
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Paper-based Examination (Closed) | Final examination | 35.00% | Final Examination Period | 1 |
Paper-based Examination (Closed) | Mid-semester examination | 25.00% | Week 6 (Mid-Semester Examination Period) | 1 |
Essay | Critically analyse a journal article related to marketing communications. | 10.00% | Week 9 | 1 |
Presentation§ | IMC Pitch Presentation | 10.00% | Week 12 | 1,2,4 |
Project§ | IMC Report: Assess a selected brand’s existing IMC strategy and develop a new IMC strategy. | 20.00% | Week 12 | 1,2,3 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
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Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the instructor. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
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Introduction to IMC and The Role of IMC in the Marketing Process
Understanding the concept of Integrated Marketing Communications (IMC). The various tools available in marketing communications. How does IMC relate to marketing strategy?
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Perspectives on Consumer Behaviour and The Communication Process
An overview of the consumer decision-making process. An overview of various models of communication.
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Source, Message and Channel Factors and Creative Strategy
Source factors including factors that make a celebrity endorser influential. Message structure and message appeals. The difference between personal and non-personal channels. What is creativity? Different types of major selling idea, advertising appeals and advertising executions.
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Objectives and Budgeting for the Promotional Program and Media Planning
Developing communication objectives. Establishing promotional budgets. What is a media plan? Developing and implementing media strategies.
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Evaluation of Broadcast Media and Print Media
The role of broadcast media and print media in IMC. Benefits and limitations of television, radio, newspaper and magazine advertising. The measurement of broadcast and print media.
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The Internet and Interactive Media
The role of digital and social media in IMC. Digital and social media metrics.
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Sales Promotion and Direct Marketing
The role of sales promotions in IMC. Various types of consumer and trade sales promotions. The advantages and disadvantages of sales promotion. The role of direct marketing in IMC. The advantages and disadvantages of direct marketing.
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Public Relations (PR)
The new role of PR in IMC. Establishing a PR plan. Advantages and disadvantages of PR. Measuring the effectiveness of PR.
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Measuring the Effectiveness of Advertising
The process of conducting market research to measure the effectiveness of advertising.
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Social, Ethical, Economic Aspects of Advertising
Social and ethical criticisms of advertising and promotion. The economic effects of advertising and promotion.