General Information
Successful marketing requires the capacity to inform and persuade consumers. This subject is an in-depth examination of the various promotional tools used in marketing. Promotion is a key element of the marketing mix and includes topics such as advertising, personal selling, sales promotion, direct marketing, social media/internet marketing, and public relations. Particular emphasis in this subject is placed on both micro (i.e., detail of developing promotional efforts) and macro (i.e., strategic) issues associated with promotional design and planning.
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Details
Academic unit: Bond Business School Subject code: MKTG71-302 Subject title: Integrated Marketing Communications Subject level: Postgraduate Semester/Year: January 2024 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 24) - Seminar 1
- Seminar: x12 (Total hours: 24) - Seminar 2
- Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. -
Resources
Prescribed resources: Books
- George Edward Belch,Michael A. Belch (2021). Advertising and Promotion. 12th,
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 |
|---|---|
| Subject code: | MKTG71-302 |
| Subject title: | Integrated Marketing Communications |
| Subject level: | Postgraduate |
| Semester/Year: | January 2024 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 |
|---|---|
| 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. Assumed Prior Learning (or equivalent):
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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:
- Explain the purpose of integrated marketing communications (IMC), interpreting and relating key principles and challenges facing practitioners in developing and implementing IMC strategies.
- Apply integrated creative strategies for a brand’s IMC campaign that address the target market of the brand, the marketing environment, and the brand’s communication objectives.
- Critically evaluate the communication channels available for a brand IMC campaign, and explain the likely impacts on the target audience and the needs of relevant stakeholders.
- Deliver a logically constructed, persuasive presentation of your IMC strategy tailored to a professional audience.
- Communicate IMC analyses and recommendations in a clear, concise writing style tailored to a professional audience.
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 Project Report§ Write an integrated marketing communication pitch proposal as a group. a. Problem Statement and Target Audience 10.00% Week 5 1,2,3,4,5 Written Report Individually evaluate a particular IMC channel. 15.00% Week 7 1,4 Project Report§ Write an integrated marketing communication pitch proposal as a group. b. Communication Objectives and Creative Strategy 15.00% Week 9 1,2,3,4,5 Project Report§ Write an integrated marketing communication pitch proposal as a group. c. Media Strategy 15.00% Week 12 1,2,3,4,5 Presentation§ Present an integrated marketing communication pitch as a group. 10.00% Week 12 1,2,3,4,5 Written Report Individual take home assignment. Answer a series of scenario-based questions on marketing communication topics. 35.00% Week 13 1,4 - § 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 |
|---|---|---|---|---|
| Project Report§ | Write an integrated marketing communication pitch proposal as a group. a. Problem Statement and Target Audience | 10.00% | Week 5 | 1,2,3,4,5 |
| Written Report | Individually evaluate a particular IMC channel. | 15.00% | Week 7 | 1,4 |
| Project Report§ | Write an integrated marketing communication pitch proposal as a group. b. Communication Objectives and Creative Strategy | 15.00% | Week 9 | 1,2,3,4,5 |
| Project Report§ | Write an integrated marketing communication pitch proposal as a group. c. Media Strategy | 15.00% | Week 12 | 1,2,3,4,5 |
| Presentation§ | Present an integrated marketing communication pitch as a group. | 10.00% | Week 12 | 1,2,3,4,5 |
| Written Report | Individual take home assignment. Answer a series of scenario-based questions on marketing communication topics. | 35.00% | Week 13 | 1,4 |
- § 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. |
|---|---|---|
| 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 the Lead Educator grants an extension. 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
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
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
Understanding the concept of Integrated Marketing Communications (IMC). The various tools available in marketing communications.
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The Role of IMC in the Marketing Process
How does IMC relate to marketing strategy particularly positioning? How does IMC relate to product decisions, pricing decisions and distribution decisions? The difference between push and pull strategies.
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Perspectives on Consumer Behaviour
An overview of the consumer decision making process. Consumer learning. How do environmental and group influences affect consumer behaviour?
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The Communication Process
Models of communication. Response hierarchies and the elaboration likelihood model.
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Source, Message, Channel Factors
Source factors including factors that make a celebrity endorser influential. Message structure and message appeals. The difference between personal and non-personal channels.
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Objectives and Budgeting for the Promotional Program
Developing communication objectives. Establishing promotional budgets.
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Creative Strategy: Planning & Development + Creative Strategy: Implementation & Evaluation
What is creativity? The creative process. Different types of major selling idea. Different types of advertising appeals and advertising executions.
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Media Planning and Strategy
What is a media plan? Establishing media objectives. Developing and implementing media strategies.
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Evaluation of Media: Television and Radio
The role of broadcast media in IMC. Benefits and limitations of television. Measuring TV audiences. Benefits and limitations of radio.
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Evaluation of Print Media
The role of print media in IMC. Benefits and limitations of newspaper and magazines. Measuring circulation and readership. The future of print media.
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The Internet and Social Media
The growth of the internet. The role of digital and social media in IMC. Digital and social media metrics. The benefits of social media.
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Sales Promotion
The role of sales promotions in IMC. Reasons for the growth of consumer and trade sales promotions. Various types of consumer and trade sales promotions. The advantages and disadvantages of sales promotion.
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Direct Marketing
What is direct marketing? Reasons for the growth of direct marketing. The role of direct marketing in IMC. The advantages and disadvantages of direct marketing.
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Personal Selling
The scope of personal selling. The role of personal selling in the IMC process. Advantages and disadvantages of personal selling. Combining personal selling with other IMC tools.
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Public Relations (PR), Publicity and Corporate Advertising
The new role of PR. Establishing a PR plan. What is publicity? Advantages and disadvantages of PR and publicity. Measuring the effectiveness of PR and publicity. The objectives and types of corporate advertising. The advantages and disadvantages of corporate 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.
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Measuring the Effectiveness of Advertising
Conducting research to measure the effectiveness of advertising. Different types of tests. What to test? When to test? Where to test? How to test? The testing process.