HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
POSTGRADUATE PROGRAM
SUBJECT OUTLINE
HK3052 MARKETING COMMUNICATIONS
TRIMESTER 1 / 2016
Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility.
www.holmes.edu.au
FACULTY OF HIGHER EDUCATION
Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical applications. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.
The faculty currently offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business. Details about the members of the faculty can be found on the faculty’s home page at www.holmes.edu.au.
HOLMES INSTITUTE UNDERGRADUATE PROGRAMS
At Holmes Institute, the Bachelor of Business and Bachelor of Professional Accounting programs offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment.
The Bachelors’ programs of Holmes Institute focus on: - Developing career related capabilities
- Emphasis on business numeracy and literacy
- Managerial proficiency
- The new economy
- Leadership
- Entrepreneurship
- Social responsibility and ethics
SUBJECT OVERVIEW & RATIONALE
Welcome from the Subject Coordinator
Welcome to HK3051 Marketing Communications: Communication is an essential component of any successful enterprise. In an increasingly socially complex business world, effective communication is the key not only too successful interaction between managers and employees internal to the organisation, but also (and more importantly) customers and other parties, external to the organisation.
HK3052 is critical in the development of marketing skills and analytical tools that are relevant in the business that is increasingly dependent on communications with its external Environment. Marketing Communications explains the concept and importance of Integrated Marketing Communications (IMC), how to develop an IMC strategy, operational Plan and budget. Most importantly, students will know how to use different marketing tools. Effectively and appropriately when communicating to different target markets.
SUBJECT OBJECTIVES & LEARNING OUTCOMES
After successfully completing this subject, it is expected that students will be able to:
1. Appreciate the significance of integrated marketing communications.
2. Understand the various tools of marketing communications and how best to deploy them.
3. Develop communication ideas using the creative development process.
4. Devise effective marketing communication plans for specific audiences.
SUBJECT ADMINISTRATION
Awards Duration Core/Elective Subject weight
BBus 1 semester Core 3 credit points
Mode of delivery On campus
Prerequisites Nil
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures, 1 hr tutorial or equivalent
Independent study 5 hrs
CONTACT DETAILS
Subject Coordinator/Lecturer Melbourne Anh Viet Le Ale@Holmes.edu.au
Lecturer Brisbane Stephen Fox Sfox@My.holmes.edu.au
Lecturer Sydney Ivana Pavic Ipavic@My.holmes.edu.au
Students please note:
Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.
CONSULTATION TIMES*
Please check with your lecturer
Campus Monday Tuesday Wednesday Thursday Friday
Melbourne
Sydney
Brisbane
*by appointment only
STUDENT ASSESSMENT
ASSESSMENT TYPE DUE DATE WEIGHT LEARNING OUTCOMES
In – Class test Week 5 15% 1, 2 & 3
Group assignment Group report: Week 10
Presentation: Week 11
35% 1, 2, 3 & 4
Final Examination 50% 1, 2, 3 & 4
ASSESSMENT POLICY
To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the Holmes Institute Cover Sheet to the printed assignment (hard copy).
The assignment cover sheet must include the student/s name, number, subject code and subject name, subject lecturer’s name, assignment due date and time of submission. All hard copies must be submitted to the designated Assignment Submission Facility on Campus during opening hours.
Submission deadlines are strictly enforced and late submission incurs penalties unless an extension and/or special consideration has been granted by the Subject Coordinator. No assessments are accepted after 14 calendar days of the due date. Students are requested to familiarize themselves with the Holmes Institute Assessment Policy at: www.holmes.edu.au/undergraduate/assessment.
STANDARD GRADING SYSTEM AND DISTRIBUTION
GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide )
Faculty Pass* FP Awarded by the Board of Examiners in exceptional circumstances
Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted
Deferred Exam (a temporary grade) ND Officially Deferred examination
Fail NA Student did not submit any work according to the schedule in the Subject Guide
Fail NR Student did not submit any work according to the schedule in the Subject Guide Outline
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute materials
After Census Withdrawal AC Withdrawal after census; no academic penalty but financial penalty applies
* This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade
HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed.
D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations.
CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident.
P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study.
NN Did not meet the learning objective of the subject
VIEWING STUDENT GRADES
Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments are published within two weeks of the due date of the assessment and the final examination. Students who wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at www.holmes.edu.au /undergraduate/appeals.
PLAGIARISM & ACADEMIC MISCONDUCT
Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in any form during an examination is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook (see www.holmes.edu.au/undergraduate/studenthandbook).
Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances of plagiarism will be dealt with promptly see www.holmes.edu.au/undergraduate/studenthandbook)
It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing can be found in the Student Handbook. It expected that you will be familiar with the APA style of referencing.
USE OF BLACKBOARD
Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to Blackboard to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects.
Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on each campus.
Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au.
USE OF RESOURCE CENTER AND PROQUEST
For most subjects, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Centre will be of use here. In addition, current students have access to a range of electronic academic journals via Proquest, which is accessible once you log into Blackboard.
Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer and/or the Resource Centre staff on your campus.
STUDY SKILLS & ACADEMIC SUPPORT
Students who have difficulties with their studies and/or specific forms of assessment should visit online Study Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic Support, which is free for any student enrolled. See details on http://www.holmes.edu.au/undergraduate/Information.
DETAILED INFORMATION ON SUBJECT ASSESSMENTS
Assignment 1: In – Class test – Due in WEEK 5
Weighting: 15%
5 shorts answer questions, will cover topics from Week 1 to Week 4
The class test will be help during the tutorial of Week 5
Assignment 2: Group assignment – Due in Week 11
Weighting: 35%
- Group report: 20% Due in Week 10
- Presentation: 15% Due in Week 11 Length:
- Group report: 2000 words - Presentation: 20 minutes
- In groups of 4, you group choose a product. You are to critically discuss the product and its company’s current marketing communications and their degree of strategic and message integration. Does your chosen company communicate a consistent theme and positioning for its product in everything it says and does?
- Your discussion should assess the role that IMC plays in your company’s current marketing effort, based on your observation and available information. It should include an analytical account of the marketing communication tools, messages, and media that your company uses to communicate with the different audiences it targets. It should also evaluate any shortcomings in your company’s approach, which you identify from your research and analysis.
- Students are required to participate in online discussion forums so that the lecturer can review progress and suggest improvements.
- Format:
- The assignment should be written in report format. Suggested structure is as follows:
- I. Company Background and Product Description
- II. Target Market – describe their apparent target market
- III. Positioning Strategy – State the positioning in one clear sentence. Explain rationale
- IV. Communication Goal – What are they trying to accomplish with their IMC program? Why?
- V. Message Strategy and Executional Tactics – How are they achieving their goals? What is the main message of the IMC program?
- VI. Promotional Mix and Media Strategy – What promotional tools and media are they using? Why do you think they are using these? Why is it effective?
- VII. Conclusion – Restate the most important points of your report.
- It should have a coherent structure, with a clear beginning, body and conclusion. Line spacing should be
1.5, and sources of information used should be cited in the usual manner.
FINAL EXAM: Assessment criteria
-
- Weighting: 50%
-
- Length: 2 hours and 10 minutes reading time
-
- 1 compulsory and 3 essay questions
SUBJECT RESOURCES
Prescribed Textbook (compulsory)
O Guinn, Allen & Semenik (2015) Advertising and Integrated Brand Promotion, 7/e, Thomson South-Western
LECTURE SCHEDULE/SYLLABUS
Week Topics Assessment Tutorial Activities Chapter(s)
1 MC: Process & Evolution Subject
Outline 1 & 3
2 Consumer behaviour, Segmentation and positioning Tutorial 1 5&6
3 Adverting research, planning advertising and IBP Tutorial 2 7&8
4 Managing Creative in Advertising and IBP Tutorial 3 9 &10
5 Media planning Essentials In-class test Tutorial 4 12
6 Media planning: Newspapers, magazines, TV and Radio Tutorial 5 13
7 Media planning: Advertising and IBP in Digital and Social media Tutorial 6 14
8 Sales promotion, POS advertising and support media Tutorial 7 15
9 Event sponsorship, product placement and branded entertainment Tutorial 8 16
10 Integrated direct marketing and personal selling
Public relations, influencer marketing and corporate advertising Group report Tutorial 9 17&18
11 Group presentation
12 REVISION
* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.
STUDENT ASSISTANCE
Studying in higher education presents many experiences and challenges. These might involve academic, personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with various challenges. The following table identifies contact points should you require any support.
SUPPORT REQUIRED WHO TO CONTACT?
Information for Current Students Holmes Institute Student Handbook:
Academic Probation / Mentoring Academic Mentors, Associate Dean
Accommodation Holmes Institute Home Stay
Computers, Blackboard, Email IT Help Desk
Disability Needs Holmes Institute Campus Directors
Employment and Careers Career Development Team
Enrolment Higher Education Coordinator
Exams Higher Education Coordinator
Financial Issues Holmes Institute Campus Directors
Personal Issues National Higher Education Program Manager, Mentoring Team
Proquest Database Librarian on each Campus
Study Skills Holmes Institute Academic Support & Study Skills Team
Visa Issues, COEs etc. Higher Education Coordinator
This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education. © Copyright 2016.
GLOSSARY OF DIRECTION WORDS FOR ASSESSMENT QUESTIONS
Analyse Show the nature of something identifying the essential elements and g how they are related.
Argue Present the case for and/or against a particular proposition.
Compare Identify the characteristics/qualities that resemble each other. Look for similarities but also differences.
Contrast Emphasize differences between things, events, problems, or qualities.
Criticise Express your judgement about the truth of factors or views mentioned. Come to conclusions and discuss the positive points as well as possible limitations.
Define Give clear and concise meanings of an item. Do not provide a detailed explanation but include limits of the definition and how the item defined differs from other items.
Describe Recount, characterise, outline, and relate in sequence.
Discuss Examine, analyse and give reasons for and against. Be comprehensive in your answer and give details, usually to assess how satisfactory something is.
Evaluate Carefully appraise in relation to some standard including advantages, limitations, the costs and benefits as appropriate; attempt to make a judgement.
Examine Investigate critically, appraise a subject or matter in detail.
Explain Clarify, interpret, and elaborate on the material presented. Give reasons for differences of opinion or results, and try to analyse reasons behind it.
Illustrate Use a concrete example, diagram, or figure to explain or clarify a problem or issue.
Indicate Identify and then focus attention so as to clarify.
Justify Prove or give reasons for particular conclusions or decisions.
Outline Present the main features or aspects showing main points and subordinate points. Do not include minor details and emphasize the classification of things.
Review Examine a subject critically, analysing and commenting on important or controversial statements.
State Present the main points in a brief and clear sequence. Do not give specific details or examples.
Summarise Give the main points or facts in a condensed, concise form.
(Source: Adapted from Monash University, http://www.monash.edu.au/lls/llonline/quickrefs/29-directionwords.xml, accessed 14 February 2013)
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