- Class Number 2760
- Term Code 2930
- Class Info
- Unit Value 6 units
- Mode of Delivery In Person
- Dr Andrew Hughes
- Dr Andrew Hughes
- Class Dates
- Class Start Date 25/02/2019
- Class End Date 31/05/2019
- Census Date 31/03/2019
- Last Date to Enrol 04/03/2019
This course introduces the fundamental theoretical framework of advertising, and links the role of advertising to the broader marketing communications context. Specific topics include integrating marketing communication, identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship and international advertising.
Upon successful completion, students will have the knowledge and skills to:
- Appreciate the ways that communication through advertising influences and persuades consumers;
- Discuss the role of the advertising agency and its client relationships;
- Identify advertising's place in the communications mix;
- Discuss the decisions which need to be made in budgeting and planning for promotion;
- Research and prepare a profile of media habits for a given target market;
- Set promotional objectives and identify their relationship with the strategic plan;
- Identify and discuss a range of creative strategies in advertising; and,
- Explain and illustrate Integrated Marketing Communication decision making and planning
This course endeavours to introduce theoretical perspectives and industry contexts associated with the field of research in marketing communication in general and advertising in particular. To that end, the approach in this course is to incorporate academic research on integrated marketing communication and advertising, trends and developments that focus on the industry, practice and consumer market.
There are no field trips for this course
Additional Course Costs
Students will be expected to acquire, if they haven't already, a blog or wiki site. These are free.
Examination Material or equipment
There is a take home exam. See assessment task details for further information.
To ensure that you keep feeling toasty warm in this unit you will need to read the additional class costs section. There are no set texts for this course but I will be providing readings online for relevant topics.
These items are in no way compulsory or required and are completely optional for purchase but I often get asked about good practitioner resources and texts in marketing. I recommend any book by Tina Seelig from Stanford on creativity. I also recommend Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan. Again, these items are completely optional and are not required for purchase.
Students will be given feedback in the following forms in this course:
- Written comments
- Verbal comments
- A combination of the above through methods such as cohort video feedback.
- Feedback to the whole class, to groups, to individuals, through Wattle or direct discussions in the seminar.
Student FeedbackANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.
|Week/Session||Summary of Activities||Assessment|
|1||Week 1: General information on course. Introduction to Advertising. Integrated Marketing Communication|
|2||Week 2: Digital and social media||Assessment item due: The Agency Blog|
|3||Week 3: The communication process||Assessment item due: The Agency Blog|
|4||Week 4: Marketing communication and consumer behaviour||Assessment item due: The Agency Blog|
|5||Week 5: Branding and promotion. Destination branding and promotion. Consumers and brand. From data to brand: using databases to build relationships||Assessment item due: The Agency Blog|
|6||Week 6: Planning for integrated marketing communication. From the marketing plan to planning for IMC||Assessment item due: The Ad, Assessment item due: The Agency Blog|
|7||Week 7: Objectives and budgeting||Assessment item due: The Agency Blog|
|8||Week 8: Message Strategy and Execution. Creativity and advertising||Assessment item due: The Agency Blog|
|9||Week 9: Media Strategy and choices. From media planning to media strategy development||Assessment item due: The Agency Blog|
|10||Week 10: Measuring the effectiveness of the IMC programme. Direct marketing. Public relations||Assessment item due: The Agency Blog|
|11||Week 11: Group Presentation of project and Oral Defence||Assessment item due: The Agency Blog|
|12||Week 12: Social, ethical and regulatory aspects affecting IMC and advertising. Doing research in advertising and IMC Problem identification and choice of methodology||Assessment item due: The Campaign Assessment item released June 5: The Final Exam Assessment item due June 10: The Final Exam|
|Assessment task||Value||Due Date||Return of assessment||Learning Outcomes|
|The Agency||35 %||28/05/2019||13/06/2019||1,2,3,4,5,6,7,8|
|The Campaign||35 %||28/05/2019||13/06/2019||1,2,3,4,5,6,7,8|
|The Take Home Exam||20 %||05/06/2019||04/07/2019||1,2,3,4,5,6,7,8|
|The Ad||10 %||18/03/2019||01/04/2019||1,2,3|
* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details
PoliciesANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:
Assessment RequirementsThe ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.
Moderation of AssessmentMarks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.
Participation is expected in all classes and assessments
The final examination in this course is the take home exam. Details are as listed as per Wattle.
Assessment Task 1
Learning Outcomes: 1,2,3,4,5,6,7,8
Groups of 1-4 students will be formed in week 1. The group will assume the role of an Integrated Marketing Communications agency. As an agency you have the power to hire and fire group members who do not meet the standards set by the agency so honesty (expectations, external commitments, existing knowledge) in the formation of groups is essential. Your agency will be tasked with coming up with answers to questions and tasks that will be given to you every week in seminars 2-11, some of which will be answered in that class and some of which will require an answer by the start of the next week.
These tasks will be aligned specifically with (all of) the learning objectives for the course, and therefore will provide a chance to obtain feedback on your learning through the course. Your agency will need to create a blog to assist with meeting communication objectives, developing a profile for clients, and, where requested, to provide answers to questions. You should also see a blog as providing you with a practical portfolio of your work for future employers.
Feedback on tasks will be provided either the following week, or where possible, as your agency undertakes the task in the room.
Assessment Task 2
Learning Outcomes: 1,2,3,4,5,6,7,8
This individual task will require you to plan a full advertising campaign from a selected list of topics. Part of the task will also require you to provide advertisements and/or storyboards, for outdoor, traditional and new media types. The specific advertisements required will be contextual to the topic you undertake but a full promotional strategy document of no more than 3000 words will need to be provided.
Coming at the end of the course this item will touch on each learning objective for the course, but also act as a good way to assess your own knowledge before the take home exam.
Assessment Task 3
Learning Outcomes: 1,2,3,4,5,6,7,8
The Take Home Exam
As the final item in the course this course will evaluate and measure your knowledge and understanding of course concepts against the learning objectives for the course. The exam will be short answer style questions. As per ANU policy, as a take home exam please note that if your work is late by a second you will be given a mark of 0, no exceptions for any reason. You will have 5 days in which to complete the take home exam and submit your answers.
Assessment Task 4
Learning Outcomes: 1,2,3
Selecting a question from the list of topics that will be released in week 2, the ad is your chance to assess your early understanding of advertising and communications theory and practice. Specifically this task will focus on measuring your understanding of the ways that communication through advertising influences and persuades consumers and identifying advertising's place in the communications mix through creating 2 different types of advertisements for a client.
The emphasis will be on explaining the reasons behind selecting the ads you have for your client, and therefore the word count is 1000 words max as clients have little time for waffle and just want to know why what you have designed and selected will actually achieve their objectives and why they shouldn't have gone with another agency or different types of advertisements.
Academic IntegrityAcademic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.
Online SubmissionThe ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Hardcopy SubmissionFor some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.
Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.
Referencing RequirementsAccepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.
Please see relevant assessment task details above.
Extensions and PenaltiesExtensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.
Resubmission of Assignments
Unless specified otherwise in the assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.
Distribution of grades policyAcademic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.
Support for studentsThe University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).
- ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
- ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
- ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
- ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
- ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
- ANUSA supports and represents undergraduate and ANU College students
- PARSA supports and represents postgraduate and research students
Dr Andrew Hughes