MKW2460 Integrated marketing communication

Unit Guide Semester 1, 2013

The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 01 Mar 2013

Table of Contents
MKW2460 Integrated marketing communication - Semester 1, 2013...................................................1 Mode of Delivery..............................................................................................................................1 Workload requirements ....................................................................................................................1 Unit Relationships............................................................................................................................1 Prerequisites........................................................................................................................1 Prohibitions..........................................................................................................................1 Chief Examiner(s)........................................................................................................................................1 Campus Lecturer(s).....................................................................................................................................1 Berwick............................................................................................................................................2 Sunway............................................................................................................................................2 Tutor(s)........................................................................................................................................................2 Sunway............................................................................................................................................2 Academic Overview ...................................................................................................................................3 Learning Outcomes.........................................................................................................................3 Unit Schedule .............................................................................................................................................4 Assessment Summary.....................................................................................................................5 Hurdle Requirements...........................................................................................................5 Second marking...................................................................................................................5 Return of final marks............................................................................................................5 Exam viewing.......................................................................................................................6 Assessment criteria ..............................................................................................................6 Teaching Approach.....................................................................................................................................6 Assessment Requirements......................................................................................................................8 Assessment Tasks ...........................................................................................................................8 Assessment task 1...............................................................................................................8 Assessment task 2.............................................................................................................13 Examination(s) ...........................................................................................................................................16 Examination 1................................................................................................................................16 Learning resources....................................................................................................................................17 Feedback to you........................................................................................................................................17 Extensions and penalties ...........................................................................................................................17 Returning assignments..............................................................................................................................18 Resubmission of assignments...................................................................................................................18 Referencing requirements.........................................................................................................................18 Assignment submission.............................................................................................................................19 Hard copy submission...................................................................................................................19 Online submission.........................................................................................................................19 Required Resources..................................................................................................................................19 Prescribed text(s) and readings.....................................................................................................20 Recommended Resources........................................................................................................................20 Recommended text(s) and readings ..............................................................................................21 Examination material or equipment...........................................................................................................21 Other Information....................................................................................................................................22 Policies..........................................................................................................................................22 Graduate Attributes Policy.................................................................................................22 Student services........................................................................................................................................22 Monash University Library.........................................................................................................................22 Moodle 2....................................................................................................................................................22 Disability Liaison Unit................................................................................................................................22 Your feedback to Us..................................................................................................................................23 Previous Student Evaluations of this Unit ..................................................................................................23

MKW2460 Integrated marketing communication - Semester 1, 2013

This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential.

Mode of Delivery
Berwick (Day) Sunway (Day)

Workload requirements
ON-CAMPUS:this is a six credit point unit with three hours class contact per week over 12 teaching weeks. Tutorials commence in Week 1. The total time commitment expected for this unit is 144 hours. In order to meet the facultys expectation, students should plan to spend on average nine hours in self-directed study, in addition to the three hours of class contact, each week. OFF-CAMPUS: this is a six credit point unit. The total commitment expected for this unit, over 12 teaching weeks, is 144 hours. In order to meet the facultys expectation, students should plan to spend on average twelve hours in self-directed study each week.

Unit Relationships
Prerequisites
Students must have passed two units from the following: MKG1120 or MKW1120 and MKG2402 or MKW2402 before undertaking this unit.

Prohibitions
MKC3460, MKF3461, MKW2211, MKG2460

Chief Examiner(s)
Dr Ghazala Khan

Campus Lecturer(s)

MKW2460 Integrated marketing communication - Semester 1, 2013

Berwick
Mr Paul Murphy Campus: Caulfield Email: Paul.Murphy@monash.edu Contact hours: TBA: Paul.Murphy@monash.edu

Sunway
Dr. Ghazala Khan Contact hours: TBA: Ghazala.Khan@buseco.monash.edu.my Tel. +60 3 5514 6294

Tutor(s)
Sunway
To be confirmed

Academic Overview
Learning Outcomes
The learning goals associated with this unit are to: 1. demonstrate a detailed understanding of the marketing communication strategies used to build brands 2. understand and apply marketing communication functions 3. analyse and apply the marketing communication processes as they apply to specific targets 4. analyse the social, legal, and ethical issues associated with marketing communication from both a national and international perspective 5. determine and apply the processes associated with evaluating the effectiveness of marketing communications across a range of media vehicles.

Unit Schedule
Week 0 1 2 None Week commencing 4th March 2013. Lecture 1 'Where Marketing Communication Began' Chapters 1 and 2 Week commencing 11th March 2013 and 'The Communication Process' and 'Developing Consumer Insights' Chapters 4 and 5 Week commencing March 18th. Lecture 3 'Branding and building relationships with the database' and 'Planning for IMC-Situation Analysis'. Chapters 6 and 7 Week commencing March 25th. Lecture 4 'Planning for IMC' continued. Chapter 8 Week commencing April 8th. Lecture 5 'Message strategy and execution' Chapter 9 ASSIGNMENT ONE SUBMISSION Tuesday day 4pm April 9th 2013. Please note that extensions will ONLY be granted if the written request meets the Faculty guidelines and is supported by the appropriate documentation. Activities Assessment No formal assessment or activities are undertaken in week 0

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Week commencing April 15th. Lecture 6 'Media and Contact Strategy' and 'Media choices -evaluating options' Chapters 10 and 11 Week commencing April 22nd. Lecture 7 'Media choices evaluating options- continued' and 'Measuring the effectiveness of an IMC program' Chapters 11 and 12 Week commencing April 29th. Lecture 8 'Direct Marketing and Communication' and Interactive Marketing' Chapters 13 and 14 Week commencing May 6th. Lecture 9 ''Public Relations' Chapter 15 Week commencing May 13th. Lecture 10 'Sales Promotions' 16 Week commencing May 20th. Lecture 11 'Personal Selling' 17. ASSIGNMENT TWO SUBMISSION Tuesday 4pm May 21st 2013. Again, extensions will ONLY be granted if the written request meets the Faculty guidelines and is supported by the appropriate documentation.

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Week commencing May 27th. Lecture 12 'Social, ethical and regulatory issues' Chap. 3. SWOT VAC Examination period No formal assessment is undertaken SWOT VAC LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ 4

Unit Schedule assessment-in-coursework-policy.html

Assessment Summary
Hurdle Requirements
UNIT HURDLE REQUIREMENTS - there is a hurdle requirement in this unit. The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task. A students final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit. The individual summative assessment task is the final exam. SECOND MARKING - For information regarding second marking practice, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark Return of final marks - The final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.

Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark.

Return of final marks

Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal.

Unit Schedule

Exam viewing
The faculty policy is available at: http://www.buseco.monash.edu.au/esg/agu/policies/feedback-exam-performance.html and the specific department arrangements for Marketing are detailed at: http://www.buseco.monash.edu.au/mkt/student/exam-view/

Assessment criteria
Assessment Criteria Grading Descriptors available at: http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html. Assessment Task An Integrated Marketing Communication Plan for (Insert brand name) - Phase One An Integrated Marketing Communication Plan for (insert brand name)- Phase two Examination 1 Value 20% of Final Unit Mark 30% of Final Unit Mark 50% of final unit mark Due Date Tuesday April 9th 2013 by 4pm (Week 5) Tuesday May 21st 2013 by 4pm 2012 (Week 11) To be advised

Teaching Approach
Lecture and tutorials or problem classes In On-Campus mode, this unit will be taught as a 2-hour lecture and 1-hour tutorial. LECTURES: The lectures will follow the prescribed textbook but will also include a broad range of examples to help consolidate your learning. TUTORIALS: commence in the Second week of the semester.The tutorials will involve a series of interactive tasks that have been designed to help you apply the knowledge learnt during your chapter readings and lectures. You will also have the opportunity to ask assignment related questions.

Textbook companion website - this site has many very helpful resources.To gain access to the McGraw-Hill Web resources for Advertising and promotion: An integrated marketing communication perspective you need to follow the instructions on the insert at the front of your textbook. You will need to insert the unique registration code that comes with the textbook. This will give you access to a number of additional materials. UNIT Study Resources The Unit Moodle site - Unit materials are available through the MUSO (Monash University Studies Online) site. You can access MUSO via the Monash.Portal: http://my.monash.edu.au In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain programs may need to be installed such as a compatible Java version. This can easily be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the relevant software. 6

Unit Schedule The Moodle site will be used to inform students of any unexpected changes in the scheduling of lectures and/or tutorials. The Moodle site contains the following information and learning resources: Copies of detailed lecture notes. This Unit Guide outlining the administrative information for this unit. A guide to the referencing system [APA format] to be used for your assignments. Practice exam paper. An interactive student discussion forum. Other useful unit material. The MKW2460 Unit Reading list - Contains links to digitised copies of a wide range of resources to help you broaden your understanding of IMC. You are strongly advised to download the examples of IMC campaign briefs before you start preparing your assessment tasks. You may also find the other materials outlined on this reading list helpful in your assignment preparation. Library resources - The Monash University Library provides a range of services and resources that enable you to save time and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the Library tab in the my.monash portal.

Assessment Requirements
Assessment Tasks

Assessment task 1
Title: An Integrated Marketing Communication Plan for (Insert brand name) - Phase One Due date: Tuesday April 9th 2013 by 4pm (Week 5) Details of task: Specific Parameters for Assignments 1 + 2 Assume the role of either a marketing communications manager within an organisation or a marketing communication consultant hired by an organisation to devise a integrated marketing communication (IMC) campaign for a new and INNOVATIVE product. Over the course of Assignments 1 and 2, you will develop an IMC plan for this innovative product. The IMC plan that you will develop in Assignments One and Two will: (i) Pertain to a new product for a new company. You cannot use an existing product or company. (ii) Be based on one of the three (3) products offerings outlined below. The offering that you select will be used in both assignment 1 and 2. There will be no exceptions! (iii) Pertain to a B2C (business-to-consumer) environment. (iii) Cover a single 12 month period of time. (iv) Have a budget equivalent to RM 1.5 million/ AU$ 1.5 million (v) Be confined to one geographic location. [For Berwick students, the geographic location selected must be within Australia]. The three (3) product B2C product offerings you can select from are: (i) Laundry detergent (ii) a wrist watch (iii) A perfume

Assignment One will comprise the following sections:

Executive Summary 1.0. Introduction: to include purpose of your assignment, brief introduction to your product, brief outline of your assignment and selection of a geographic location.

Note, for this assessment task you are not required to provide the following typical business report subsections: methodology / scope/ assumptions / limitations.

Assessment Requirements 2.0. An abbreviated IMC situation analysis. 2.1. Internal analysis: In this section of your IMC campaign plan you will discuss the strengths and weaknesses of your brand. 2.2. External analysis: In this section of your IMC campaign plan, you will briefly discuss industry trends resulting in the identification of opportunities and threats for your selected product. and and a consumer analysis. 2.3 Consumer Analysis: This will include analysisng consumers behaviour for your product. A combination of internal and external influences should be analysed 3.0 Segmentation and targeting: based on your consumer analysis, you will need to identify a minimum of 3 potential segments (markets). Briefly describe each segment (market) and select a Target Market. Justify your selection. 4.0 Positioning strategy: recommend a positioning strategy for your brand. 5.0 IMC objectives: using the SMARTT guidelines, develop a minimum of 5 communication objectives. NOTE: No conclusion is required as assignment 2 is a continuation of assignment 1. Referencing: You are required to use the APA referencing format for this assignment. Failure to use this reference format will result in a loss of marks. The Unit Moodle site has links to information on this referencing format. Please also refer to the Q manual. It is expected that you will provide at least 10-15 references that are a combination of journals, textbooks, trade-press articles, newspaper articles, and relevant industry sources. Ensure that all references cited in text are listed in your references and vice versa. Check that you have appropriately acknowledged the sources that you used to formulate your statements. Saving of Assignment/ Unit Work: You are required to keep a copy of each assignment that you submit in case you are asked to resubmit your work. This copy must be retained until the results of this unit are finalised. Each semester considerable distress results from students losing work because of computer/disk/USB/iPod failures. Such failures ARE NOT a reason for seeking within semester extensions of time. It is the responsibility of all students to adequately back-up their work in multiple ways. Do not rely solely upon a USB device as it can easily become corrupted, lost, or stolen. If you are working on a computer: (a) email the document to yourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to a CD/USB etc. You should back-up your work on a very regular basis. Word limit: 2000 words maximum. This word count does not include: (i) the title page; (ii) the Table of Contents; (iii) list of figures/tables; (iv) the executive summary; or (v) your references. You must provide an accurate word count on your Title Page + Cover Sheet. Marks will be deducted if the maximum length is exceeded, i.e., more than 2000 words. Weighting/Value: 20% of Final Unit Mark Presentation requirements: Presentation of your work: 9

Assessment Requirements The ability to present a well formatted and edited piece of work is an essential graduate attribute for business students. As such, it is important that you spend time on editing your work prior to submission. Staple your assignment in top left hand corner. All pages of your assignments should be numbered appropriately. You must have a well-presented title page, table of contents, list of tables/figures. All tables and figures must be clearly labelled and have appropriate titles/figure captions. If a table runs over a page, you must restate the table number and title and also restate the column headings. In such instances, you should consider whether a landscape view will result in a more appealing and professional layout. You must use numbered descriptive subheadings throughout your IMC campaign plan. Do not use American spelling (e.g., it should be colour not color / authorise not authorize). Fully justify your text. We know that feedback is very important to you. So to help this process, please use double spacing and Times New Roman 12 point. Your page margins must be 3 cm on the left and right sides. To help us provide you with feedback, you also need to print your assignment single-sided.

Saving of Assignment/ Unit Work: This is so important, that we will repeat these instructions again. You are required to keep a copy of each assignment that you submit in case you are asked to resubmit your work. This copy must be retained until the results of this unit are finalised. Each semester considerable distress results from students losing work because of computer/disk/USB/iPod failures. Such failures ARE NOT a reason for seeking within semester extensions of time. It is the responsibility of all students to adequately back-up their work in multiple ways. Do not rely solely upon a USB device as it can easily become corrupted, lost, or stolen. If you are working on a computer: (a) email the document to yourself; (b) back-up to the Monash University server (U Drive); and (c) back-up to a CD/USB etc. You should back-up your work on a regular basis. Estimated return date: Within 2-3 weeks of submission Criteria for marking: Task Components % of Available Marks Executive Summary: A very concise summary of the key details about your 5% IMC plan. Introduction: 10% Internal analysis and external analysis 25% Market segmentation and targeting 20% Positioning strategy for your product, and geographic location for your IMC 5% Campaign Recommendations: These will pertain to the sales objectives and 20% communication objectives that you are recommending the company adopt and your reasons for selecting each objective. References: (these must be in APA format) 5% Presentation: (a) Overall visual layout of your work (e.g. title page; Table of 10% 10

Assessment Requirements Contents; professional looking tables/ figures/ graphs; numbered subheadings; formatting etc.). (b) Clarity of expression + spelling + grammar + use of linked paragraphs. Total 100% Learning objectives assessed: Overall objectives for Assignments One and Two An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. Over the course of assignments one and two you will be given the opportunity to: (1) develop an understanding of the major elements comprising the marketing communications mix; (2) enhance your understanding of the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for design, execution, and measurement of a marketing communication program; and (5) enhance your ability to communicate logically and persuasively using both written and visual language (diagrams, tables, figures). Assignment 1 specifically tests Unit Objectives 1 + 3. 1. Demonstrate a detailed understanding of the marketing communication strategies used to build brands. 3. Analyse and apply the marketing communication processes as they apply to specific targets. Submission details: On-campus students can complete this task in one of two ways: (a) Individual or (b) In a group of up to 3 students. Information about Group submissions (3 people): You may select other students from the same tutorial to work with and form a joint piece of work. Using the 'Group Submission Form' (available from the Unit Moodle site), you must clearly outline which sections of the report were prepared by each person. All students must sign this document and submit it with the assignment. Each student in the group must also submit their own separate coversheet with the assignment. Please remember to tick the box group submission. Mark Allocation: The report will be evaluated as a single piece of work, with all group members receiving the same grade for the report.

Problems with Group dynamics. If, after completing Assignment One, you wish to work on your own, members of the group must inform their tutor in writing. However, you cannot form another group.

Electronic Submission is Not Accepted. Berwick students Submit a hardcopy of your assignment into the designated 11

Assessment Requirements assignment box opposite the BusEco reception area Building 901 Level 1 Berwick. Any assignment lodged in a staff pigeon hole/mailbox will incur a late penalty. Malaysian students Submit a hardcopy of your assignment in the designated assignment on level 5, building 6. *****You must keep a copy of your assignment in electronic format until the results for this unit are finalised. We suggest you also keep a hardcopy****** Penalties for late lodgement: The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total marks allocated to this assessment task will be deducted for each day that the assignment is late. Assessment coversheet: No assignment will be marked and returned to students without the inclusion of a signed coversheet. All students are also required to complete the 'Assignment Submission Checklist' and submit it with their assignment. The form can be downloaded from the Unit Moodle site. Group Submissions : All students must complete their own coversheet + also complete the 'Group Submission Form' outlining who contributed to each section of the assignment. Additional information: Applications for extension of time Extensions will ONLY be granted if the request meets the Faculty guidelines. All applications for an extension of the time allocated to an assessment task must be made in writing (e.g., email) to your local Unit Presenter (Lecturer). DO NOT request extensions from your tutor. Requests must be made BEFORE the submission date. Multiple assignments due in the same week of the semester is NOT a valid reason. We have specifically designed the assignments to be completed progressively throughout the semester to avoid the pressure of leaving assignment preparation until the last minute. DO NOT assume that you will automatically be granted an extension. Approval, if granted, will be in writing and will be recorded on the Faculty Assignment cover sheet accompanying the assessment task by each local presenter (lecturer). Please read the section titled Saving of Assignment and Unit Work carefully. It has implications regarding requests for extensions of time. *****You must keep a copy of your assignment in electronic format until the results for this unit are finalised. We suggest you also keep a hardcopy****** Assignment Moderation - Where a written work submitted for assessment is given a Fail grade (N) by a marker, that piece of work will be marked again by a second marker who will independently evaluate the work and consult with the first marker. No student will be awarded a Fail grade for an assessment task or unit without an independent marker confirming the result.

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Assessment Requirements

Assessment task 2
Title: An Integrated Marketing Communication Plan for (insert brand name)- Phase two Due date: Tuesday May 21st 2013 by 4pm 2012 (Week 11) Details of task: Note: Attach a copy of the Executiev summary, objectives and target market from assignment 1 immediately after the title page. Executive Summary: 6.0 Creative Strategy Statement.- This section will include: A description of the key benefits of your product, outline the claims you are making about the product, and any promises you are making to consumers. Tagline/ brand associations/ packaging design/ choice of colours (if significant) Outline your campaign theme Outline of your message strategy statement Discuss what type(s) of executional technique you wish to use in your IMC campaign and why. 7.0. Overview of IMC Program Mix. In this section you will: Select a minimum of 3 MC functions (one of these must be advertising) nand justify your choice. This will include linking the MC functions to your objectives.Outline the relative emphasis you wish to place on each of your selected MC functions. 8.0 Discussion of each MC Function In this section, you will: Describe how you would like to use each of your selected MC functions over the course of your 12-month IMC campaign. Clearly outline the costs associated with using each of your selected MC functions. You are required to provide a detailed budget table for eachselected MC function. The costs associated with using each MC function will come out of your RM/ AU$1.5 million IMC budget. A written explanation and graphical presentation of media schedule. A timetable of activities (to include all MC functions). The following are specific instructions regarding your use of various media vehicles (i.e., you media mix): Think carefully about which media vehicles you select, as these will be used to deliver your brand messages/sales promotions etc. As such, you need to explain the link between each media vehicle and your selected primary target audience. Again, it is critical that you explain how this media mix will facilitate the attainment of your sales and 13

Assessment Requirements communication objectives. You are required to: include at least two mass media vehicles and at least one type of social media in your IMC plan. Describe how these media vehicles will help you to achieve your communication/sales objectives. Discuss when you want to use each media vehicle over the course of your 12-month IMC campaign. For example, do you want to use one particular media channel before the product launch and other types after the launch? If so, why? Outline the (i) frequency and (ii) cost of each media vehicle selected*.

9.0. Campaign Evaluation In this section, you will discuss how you intend to evaluate your IMC campaign. In other words, you will: Discuss the specific evaluation methods/techniques you would recommend be used to evaluate your IMC program. Discuss what is to be tested and when the testing will occur. 10.0. Conclusion: In this section you will: Provide a final summary budget table outlining the top line costings for each of your MC functions. It should also include the costs associated with the evaluation phase of your IMC campaign. Discuss why you think this budget allocation will enable you to meet your stated objectives. Include a pitch/selling statement for your IMC campaign plan. This involves telling the reader why your IMC campaign plan is good and why you would recommend that it be implemented. It is, in effect, your last opportunity to persuade the reader of the value of your IMC plan. DO NOT just restate what you plan to do. Persuade the reader WHY your IMC campaign is likely to meet the stated objectives. The format of your report will follow what was specified for Assignment One. References: Because of the nature of this assignment, it is difficult to be prescriptive about the number of references required to fulfil the tasks outlined. You should provide a range of references and avoid over-reliance on a small number of sources. Word limit: 3000 words maximum. This word count does not cover: (i) title page; (ii) table of contents; (iii) list of figures/tables; (iv) executive summary; or (v) list of references. You must provide an accurate word count on your Title Page + Cover Sheet. Marks will be deducted if the maximum length is exceeded (i.e., more than 3000 words). Weighting/Value: 30% of Final Unit Mark Estimated return date: Berwick students: Assignments will be handed back during tutorials. South African, Peninsula, Gippsland and Malaysian students: Your local unit presenter will inform you as to the procedures for the return of your assignments. 14

Assessment Requirements Criteria for marking: General points: This second assignment WILL require that you undertake background research in order to provide a cohesive IMC plan. It must also be logical and creative. So please start early with your background research. As noted above, you should think about any social, legal, and ethical issues that could impact on the way in which you opt to develop your IMC plan. You will also need to allow time to edit your work. Remember, IMC plans are very concise and precise documents. Managers do not have time to read rambling statements that take them off on tangents. Given that you will all be using a wide range of source material in preparing your assignment, please remember to adequately reference your statements. Do not fall into the trap of taking material from the web without acknowledging the source. Remember, if you use material verbatim from a source, then you must acknowledge this as a quote. The following is a general guide to the break down of marks between different elements of the task. Task Components % of Available Marks Executive Summary: A very concise summary of the key details from each 5% section of your IMC plan. Creative strategy statement: Overview of IMC program mix: Discussion of each MC function: Campaign evaluation: Conclusion: References: These must be in APA format. Presentation: (a) Overall visual layout of your work (e.g. title page; table of contents; formatting.). (b) Clarity of expression + spelling + grammar + use of linked paragraphs; (c) well presented tables / graphs / figures that are easy to read; and (d) logical flow of content across the sections of the IMC plan. Total Learning objectives assessed: Assignment Two (tests objectives 1-3 + 5) 1. Demonstrate a detailed understanding of the marketing communication strategies used to build brands. 2. Understand and apply marketing communication functions. 3. Analyse and apply the marketing communication processes as they apply to specific targets. 5. Determine and apply the processes associated with evaluating the effectiveness of marketing communication across a range of media vehicles. 15% 5% 40% 10% 10% 5% 10%

100%

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Assessment Requirements You should also bear in mind Unit Objective 4 when developing your IMC campaign. That is, you should think about any social, legal, and ethical issues that could impact on the way in which you opt to develop your IMC plan. Submission details: On-campus students can complete this task in one of two ways: (a) Individual or (b) a group of up to 3 students.

Group submissions: The same group members as for assignment one. You must complete the Group Submission Form (available on the Unit Moodle site) to document which sections of the report were prepared by each person. All students must sign this document and submit it with the assignment. All students must submit their own separate coversheet with the assignment. Please remember to tick the box 'Group Submission'. It is the responsibility of students to arrange mutually acceptable times to work together on the assignment. If you cannot commit to meeting regularly, then do not attempt a group assignment. The assignment will be evaluated as a single piece of work, with both group members receiving the same grade for the piece of work. A good result depends on each person doing his/her share of the work. Electronic Submission is Not Accepted. Berwick students Submit a hardcopy of your assignment into the designated assignment box opposite the BusEco reception area Building 901 Level 1 Berwick. Any assignment lodged in a staff pigeon hole/mailbox will incur a late penalty. Malaysian students Submit a hardcopy of your assignment into the designated assignment box on level 5, building 6. ***** You are required to keep an electronic copy of this assignment until the marks for this unit are finalised. We also recommend you keep a hardcopy***** Penalties for late lodgement: The late lodgement of assignments will incur a penalty. Ten percent (10%) of the total marks allocated to this assessment task will be deducted for each day that the assignment is late. Assessment coversheet: No assignment will be marked and returned to students without the inclusion of a signed coversheet. All students are also required to complete the 'Assignment Submission Checklist' and submit it with their assignment. The form can be downloaded from the Unit Moodle site. Group Submissions : All students must complete their own coversheet + also complete the 'Group Submission Form' outlining who contributed to each section of the assignment.

Examination(s)
Examination 1 Weighting: 50% of final unit mark Length: 2 hours Type (open/closed book): 16

Assessment Requirements Closed book Electronic devices allowed in the exam: Not allowed Remarks: Instructions to students The exam will be closed book. The exam paper will comprise three (3) sections. All sections must be attempted. SECTION A contains 20 multiple-choice questions and is worth 20 marks. All questions must be attempted. SECTON B is a short answer section and is worth 40 marks (20 marks per question). This section lists three (3) questions. You must select and attempt TWO (2) questions. Each question is worth a maximum of 20 marks. SECTION C is the mini essay section and is worth 40 marks. There are two (2) questions. You must select and attempt ONE (1) question from this section. Your answers should reflect a sound knowledge and application of the core concepts of Integrated Marketing Communication. Your responses should also be illustrated with appropriate marketing related examples. A number of the questions in Section B and C will be based on a short case scenario. In these instances, your examples must relate to the question scenario.

Learning resources
Monash Library Unit Reading List http://readinglists.lib.monash.edu/index.html

Feedback to you
Types of feedback you can expect to receive in this unit are: Informal feedback on progress in labs/tutes Graded assignments with comments Other: Reflective Assignment Submission Checklists - these are designed to help you to reflect on your own progress with each assessment task. We ask that you take the time to think about how well you have addressed each element of the assessment task. Remember, you need to sign and submit the checklist for each assessment task.

Extensions and penalties

For information regarding extensions of time, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime As noted previously, extensions will ONLY be granted if the request meets the Faculty guidelines and is accompanied by appropriate documentation. Multiple assignments due in the same week of the semester is NOT a valid reason. We have specifically designed the assignments to be completed progressively throughout the semester to avoid the pressure 17

Assessment Requirements of leaving assignment preparation until the last minute. All applications for an extension of the time allocated to an assessment task must be made in writing to your local Unit Presenter. DO NOT request extensions from your tutor. Requests must be made before the submission date. DO NOT assume that you will automatically be granted an extension. Approval, if granted, will be in writing and will be recorded on the Faculty Assignment coversheet accompanying the assessment task by each local presenter (lecturer). Please read the section titled Saving of Assignment/ Unit Work carefully. It has implications regarding requests for extensions of time.

Returning assignments
As stated above.

Resubmission of assignments
Assignments cannot be resubmitted.

Referencing requirements
Q Manual - The Q Manual is a student guide for producing quality written work on time. Printed copies are available at the bookshop or online at: http://www.buseco.monash.edu.au/publications/qmanual/qmanual.pdf. Please note that the reference format is now that specified by the American Psychological Association (APA). Detailed information regarding this referencing system is also available on the MKW2460 Unit Moodle site. Avoiding Plagiarism - You are required to cite the source of the ideas, statistics, direct quotations, and general information that you use to prepare your written assignments. When you are putting content into your own words (paraphrasing or summarising) you must still reference the sources that you are using. This includes all information obtained from journals / newspapers / magazines / tradepress / websites / other media sources such as podcasts/vodcasts. Why Referencing is Important (i) It is good professional and ethical conduct to always give due credit to those people whose work you have borrowed. (ii) It is an element of good communication to ensure that your readers can expand their understanding of your writing by accessing the same sources you have used to formulate your thoughts. (iii) Organisations have written and/or implied rules of behaviour with respect to how they want internal and external communications to be formatted. For example, in an academic organisation the intellectual property of other researchers and writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship. You are required to read the Q Manual and familiarise yourself with what constitutes plagiarism. If after reading this material, you have questions about what constitutes plagiarism then seek assistance from the learning skills staff (Monash Library) or your Unit Presenter/Tutor.

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Assessment Requirements

Assignment submission
Hard copy submission
Electronic Submission is Not Accepted. Berwick students Submit a hardcopy of your assignment into the designated assignment box opposite the BusEco reception area Building 901 Level 1 Berwick. Any assignment lodged in a staff pigeon hole/mailbox will incur a late penalty. Malaysian students Assignments to be submitted in the designated assignment box on level 5, building 6.

Online submission
If Electronic Submission has been approved for your unit, please submit your work via the VLE site for this unit, which you can access via links in the my.monash portal.

Required Resources
Prescribed textbook and readings Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty. Ltd. (Please note on some campus bookshop lists the book appears as Advertising: An Integrated Marketing Communication Perspective 2ed by Belch G & Belch M & Kerr G Et Al) Essential reading: You can download these digitised resources from the Unit Reading list. These materials are designed to assist you with your assignment preparation. Drewniarny, B. L., & Jewler, A. J. (2011) Ideas The currency of the 21st century, Creative strategy in advertising, 10th ed., Chapter 6, p111-137, Boston, MA: Wadsworth, Cengage Learning Chitty, W., Barker, N., Valos, M., & Shimp, T. (2012). Digital Marketing, Chapter 9, pp. 222- 244. Integrated marketing communications (3rd Asia Pacific Edition). South Melbourne, Victoria, Australia: Cengage Learning Australia Pty Ltd. Belch, G. E., & Belch, M. A. (2004). The IMC planning process. Advertising and promotion : an integrated marketing communications perspective, 6th ed. Boston, Mass. : McGraw-Hill [Extract from Chapter 1] p. 25-34 O'Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Old media meets new media. [Chapter 16] p. 524-554. Advertising & integrated brand promotion, Mason, USA.: South-Western Cengage Learning. Clow, K. E., & Baack, D. (2012). Alternative marketing, Chapter 10, pp. 274-294. Integrated advertising, promotion, and marketing communications (5th edition Global Edition). AUpper Saddle River, N. J.: Pearson Prentice Hall. [This chapter provides insight into the use of buzz marketing, guerrilla marketing, lifestyle marketing, branded entertainment etc.]2. Please also look at the articles under the heading Essential reading: Examples of Award winning IMC campaigns.

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Assessment Requirements

Prescribed text(s) and readings

Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty. Ltd. (Please note on some campus bookshop lists the book appears as Advertising: An Integrated Marketing Communication Perspective 2ed by Belch G & Belch M & Kerr G Et Al) This textbook is available from the Monash University bookshops.

Recommended Resources
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). Boston, Mass.: McGraw-Hill Irwin. Blythe, J. (2006). Essentials of marketing communications (3rd ed.). New York: FT/Prentice Hall. Clow, K. E., & Baack, D. (2007). Integrated advertising, promotion and marketing communications (3rd ed.). Upper Saddle River, N. J.: Pearson Prentice Hall. Fill, C., & Fill, K. E. (2005). Business-to-business marketing: Relationships, systems and communications. Harlow, England; New York: Financial Time Prentice Hall. Parente, D. E. (2006). Advertising campaign strategy. A guide to marketing communication plans (4th ed.). Mason, Ohio: Thomson/South-Western. OGuinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising & integrated brand promotion. Mason, USA.: South-Western Cengage Learning. Chapter 16, pp. 524-554. Rossiter, J. R., & Bellman, S. (2005). Marketing communications: Theory and applications. Frenchs Forest, N.S.W.: Prentice Hall. Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications (7th ed.). Mason, Ohio: Tomson South-Western. Waller, D. (1998). How to prepare a promotional plan. Sydney: McGraw-Hill. Unit Reading List : You are strongly advised to use the extensive list of useful readings available via the MKW2460 reading list. These resources are designed to assist you in your assignment preparation and general understanding of the concepts associated with IMC. The url to this reading list is: http://readinglists.lib.monash.edu/lists/55A9C8F6-905C-0369-F0EE-F9127F1E353A.html The Monash University Library provides a range of services and resources that enable you to save time and be more effective in your learning and research http://www.lib.monash.edu.au or via the library tab in the portal. While enrolled in this unit you are encouraged to read widely and to elicit information from a variety of sources. The following list of journals, trade publications, and magazines will facilitate your understanding of IMC from both an applied and theoretical perspective. Please make every effort to read such trade press magazines (e.g., AdNews, B&T Weekly, Packaging Digest, Retail World). You will also find many useful articles in the wide range of academic journals including: Journal of Advertising Research / Journal of Advertising / Asia-Australia Marketing Journal / Journal of Marketing / European Journal of Marketing / Harvard Business Review / Psychology and Marketing / Journal of Consumer 20

Assessment Requirements Research.

Recommended text(s) and readings

While enrolled in this unit you are encouraged to read widely and to elicit information from a variety of sources. The following list of journals, trade publications, and magazines will facilitate your understanding of IMC from both an applied and theoretical perspective. You will find many useful and interesting articles. Journal of Advertising Research / Business Review Weekly (Australia) / Journal of Advertising / Marketing (Australia) / Asia-Australia Marketing Journal / Journal of Marketing / European Journal of Marketing / Bulletin (& Newsweek) / Admap (UK) / Packaging Digest / Retail World / B&T Weekly / Ad News / Harvard Business Review / Psychology and Marketing (Journal)

Examination material or equipment

The exam will be closed book. The materials that are examinable include your textbook*, lecture slides, and tutorial notes. *Belch, G. E., Belch, M. A., Kerr, G. E., & Powell, I. (2012). Advertising and promotion. An integrated marketng communication perspective (2nd ed.). North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty. Ltd.

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Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the Universitys academic standards, and to provide advice on how they might uphold them. You can find Monashs Education Policies at: www.policy.monash.edu.au/policy-bank/academic/education/index.html Key educational policies include: Plagiarism; Assessment in Coursework Programs; Special Consideration; Grading Scale; Discipline: Student Policy; Academic Calendar and Semesters; Orientation and Transition; and Academic and Administrative Complaints and Grievances Policy.

Graduate Attributes Policy

http://www.policy.monash.edu/policy-bank/academic/education/management/monash-graduate-attributes-policy.ht

Student services
The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at http://www.monash.edu.au/students

Monash University Library

The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the library tab in my.monash portal for more information.

Moodle 2
All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into.

Disability Liaison Unit

Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. 22

Other Information Website: http://www.monash.edu/equity-diversity/disability/index.htmlTelephone: 03 9905 5704 to book an appointment with a DLO;Email: dlu@monash.eduDrop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus.

Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The Universitys student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monashs educational strategy, see: www.monash.edu.au/about/monash-directions/directions.html and on student evaluations, see: www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html

Previous Student Evaluations of this Unit

Your feedback is welcomed in order to maintain and improve the quality of this unit of study. Student feedback has highlighted the interactive nature of the unit and the benefit of being exposed to lots of examples. Improvements from previous feedback in the unit include: more detailed assignment feedback sheets, embedded interactive case studies in lectures, and interactive tutorials that are designed to help students put theory into practice. If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp

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