MRKTG203-21B (TGA)

Integrated Marketing Communications

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: uwt@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: clive.wilkinson@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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Integrated promotion, advertising, and marketing communications are core components of marketing. Understanding these and other marketing communication tools is valuable knowledge in today's marketplace, both for business organisations and for consumers. This paper is designed to be a blend of academic and real world perspectives, which enable students to explore contemporary topics relating to the successful integration of marketing communications that reach customers effectively. The paper is structured to provide students with 1) the key concepts, theories, and principles relating to the integration of a range of different marketing communications; and 2) opportunities to practise applying those concepts, theories and principles in real-life situations.
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Paper Structure

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There are various teaching and learning activities in this paper.

1. Online materials are provided for you to study independently (self-directed study). It is expected that you will engage with these materials in advance of workshops and discussion activities to gain the maximum benefit towards the learning goals. This includes non-assessed exercises where you are required to collect, examine and discuss your own independently discovered examples of IMC activation.

Similarly, students are expected to have read the relevant chapter(s) from the textbook in advance of Content Summaries, and workshops (below). The textbook is the primary knowledge base required to ace this course, as it provides the foundation upon which other activities in the course will build and expand.

2. Content Summaries (Lectures), Monday 9-11am NZST. We will meet face-to-face as a group to workshop and discuss the concepts and key learning. Content Summaries are used to (a) clarify any questions you have from your reading, (b) highlight important concepts, theories and principles relating to the integration of a range of different marketing communications, (c) bring integrated marketing communications (IMC) to life using New Zealand and international examples, and (d) set the context for assessments.

3. Workshops, Wednesday 2-3pm NZST. Successful learning in workshops depends on all students having prepared appropriately before the session by actively undertaking the prescribed case study or materials. Specific goals of the workshop program are to provide an opportunity for students to engage in a more personal way with course learning; to enable students to clarify course concepts or theories; to provide a comfortable informal environment in which students can articulate their understanding of promotion, advertising and other integrated marketing communications; to give students a chance to apply course concepts, theories and principles; to encourage the development of critical thinking through exposure to a range of perspectives; and to provide an environment in which students can practice Marketing-specific academic requirements and skills and get feedback on their progress. Finally, workshops also will be used to guide students through their core assessments i.e. the required elements of the Group Assessments.

4. Guest speaker(s) will extend student learning by discussing how concepts, theories and principles covered in the course are applied and adapted in a real-world business. Attendance should be considered compulsory for guest lectures. People give up their time to provide case examples and to act as 'clients' for assessments, so please attend these classes, whether conducted online or in person. Any scheduled guest speakers will be notified in advance via Moodle.

5. Assessments: Assessments are critical to student learning. I have designed a range of assessments based on the philosophy that assessments are another opportunity for students to learn (assessment-for-learning). All assessments relate directly to Learning Outcomes. For more details of the assessments for this paper, see the Assessment section below. Additional details will be given in class.

6. Moodle will be the principal source of expectations and requirements for assessments.

* Should normal teaching and learning be disrupted by restrictions on social gatherings, then Online ZOOM Room sessions will replace the planned activities.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • 1: Discuss the role of integrated marketing communications within marketing.
    Linked to the following assessments:
  • 2: Identify and explain key concepts, theories, and principles of integrated marketing tools and their implications for business.
    Linked to the following assessments:
  • 3: Demonstrate how integrated marketing tools communicate with customers in the context of selected examples and using relevant theory and principles.
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  • 4: Apply key concept, theories, and principles of integrated marketing communications to consumer behaviour.
    Linked to the following assessments:
  • 5: Create a plan for integrated marketing communications for a specific organisation (to be announced), drawing on relevant concepts, theory, and principles.
    Linked to the following assessments:
  • 6. Develop a Visual Content Concept in response to an IMC brief (extension of LO5 above)
    Linked to the following assessments:
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Assessment

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Chapter Quizzes
20
  • Online: Submit through Moodle
2. IMC Plan (Group)
Sum of All
24
3. IMC Plan: Brief
2 Sep 2021
5:00 PM
-
  • Online: Submit through Moodle
4. IMC Plan: Complete
30 Sep 2021
5:00 PM
-
  • Online: Submit through Moodle
5. Visual Content Concept (Group)
7 Oct 2021
5:00 PM
16
  • Online: Submit through Moodle
6. Self Reflection
14 Oct 2021
5:00 PM
10
  • Online: Submit through Moodle
7. Online Test
21 Oct 2021
6:00 PM
20
  • Online: Submit through Moodle
8. Contribution
10
  • In Class: In Workshop
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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TEXTBOOK:

Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2020). Advertising: An integrated marketing communication perspective (4th Australasian ed.). Sydney: McGraw-Hill. 9781760422417

eBook: 9781760422417
McGraw Hill Website:
https://www.mheducation.com.au/ebook-advertising-an-imc-perspective-4e-9781760422417-aus

Print copy: 9781760422400
Campus Books or
McGraw Hill Website:
https://www.mheducation.com.au/advertising-an-imc-perspective-4e-9781760422400-aus

Access to online copies available via the Library (limited access)

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Recommended Readings

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Details of additional readings and materials will be provided in Moodle
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Online Support

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MRKTG203-21B (TGA) Moodle page
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Workload

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This is a 15-point paper so you might expect to spend about 150 hours in total over the trimester (including lectures, tutorials, study, and assessment).
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Linkages to Other Papers

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Prerequisite(s)

Prerequisite papers: MRKTG101 or MKTG151

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG273, MKTG373, MRKTG303

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