MRKTG303-19B (HAM)

Advertising and 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)

: f.mostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@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. Lectures will be 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.

2. Tutorials: Specific goals of the tutorial 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 practise Marketing-specific academic requirements and skills and get feedback on their progress. Finally, tutorials also will be used to guide students through their assessments.

3. 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.

4. 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, which will be explained in class. For more details of the assessments for this paper, see the Assessment section below. Additional details will be given in class.

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Learning Outcomes

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Students who successfully complete the course 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.
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  • 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.
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  • 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 poster displaying specified components of the IMC Plan for the organisation.
    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. IMC Log (Individual)
16 Aug 2019
12:00 PM
25
  • Online: Submit through Moodle
2. IMC Plan (Group)
30 Sep 2019
12:00 PM
24
  • Online: Submit through Moodle
3. Poster (Group)
10 Oct 2019
2:00 PM
16
  • In Class: In Lecture
4. Self Reflection
14 Oct 2019
12:00 AM
10
  • Online: Submit through Moodle
5. Online Test
22 Oct 2019
8:00 PM
25
  • Online: Submit through Moodle
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. (2014). Advertising: An integrated marketing communication perspective (3rd ed.). Sydney: McGraw-Hill.

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Recommended Readings

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Details of additional readings will be given in class.
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Online Support

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MRKTG203-19B (HAM) 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 semester (including lectures, tutorials, study, and assessment).
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Linkages to Other Papers

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Prerequisite(s)

Prerequisite papers: MKTG151 or MRKTG101

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG273, MKTG373 and MRKTG203

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